Iceland Foods is ditching April Fools’ Day jokes this year, as the supermarket instead prioritises the rollout of more than 450 deals on a wide range of products.

The deals, introduced by Iceland executive chairman Richard Walker, include eight products for £10, half price products, five for £5, and buy two get one free from tomorrow (1 April).

The savings look to help shoppers who may be worried about their finances in the coming months, as millions of Brits are to be hit with increased water, energy and council tax bills from April.

Walker said: “This year, it’s shaping up to be the most expensive April on record, with water, energy, and council tax bills all rising, just as food prices remain high. Millions of families will be feeling the pinch and for many, there’s nothing funny about it.

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“That’s why Iceland won’t be doing April Fools’ Day this year. Instead of jokes, we’re focused on real ways to help our customers navigate these rising costs. We’re reopening our Iceland Food Club microloan scheme in time for the Easter holidays.

Running every school holiday this year, the Iceland Food Club is a microloan scheme offering interest-free credit so families can buy essentials without turning to loan sharks or high-cost lenders.

The frozen food retailer’s scheme has already helped 30,000 people, lending over £12 million to those most in need.

Walker added: “The cost-of-living crisis isn’t over just because it’s out of the headlines. It’s hitting harder than ever, and it’s time for businesses, government, and financial institutions to do more. For Iceland, this April isn’t about pranks, it’s about action. And we’re calling on other businesses to do the same.”