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The supermarket is guaranteeing not to rise the price of its turkeys, which start at £10

Iceland has pledged to freeze the price of its own-brand frozen turkeys this Christmas in response to growing concerns over the price and availability of the festive bird due to avian flu.

The supermarket has guaranteed not to increase the price of its turkeys, which start at £10, following reports in The Grocer last week that frozen turkey prices had risen by up to 32% compared with this time last year.

It comes as the UK faces its largest ever outbreak of avian flu, which has prompted the government to enforce a series of measures to prevent its spread, including a nationwide housing order for kept birds in England as of 7 November. 

“As a cost of living initiative to support our customers ahead of Christmas, we’ve been working hard for months to ensure that everyone can buy their Christmas dinner at a low price,” said Richard Walker, MD at Iceland Foods.

“Recent news has suggested there’s been price increases on frozen turkeys as the outbreak of avian flu takes hold. We will be freezing our prices and will do until Christmas.”

The supermarket has also relaunched its Turkey Insurance, to guarantee a turkey delivery before Christmas, that can be applied for online before Friday 18 November.

Last month, The Grocer reported that over 300,000 turkeys had already been lost due to the virus and rules were relaxed for turkeys to be culled early, frozen and sold as chilled nearer to Christmas.

Iceland’s Christmas turkey range will be available to buy online and in store from Monday 14 November.