Iceland delivery driver

Source: Iceland

The 1p veg offer is online only and limited to one per basket

Iceland has given its 1p veg offer a second push, using yesterday’s ONS inflation figures as a springboard to remind shoppers of the promotion.

The online-only 1p offer for Easter, lasting from 11 April to 11pm today (14 April), applies to all fresh and frozen veg normally priced £1 or under – some 45 lines in total.

Having announced it on Monday, Iceland MD Richard Walker issued a second statement on Wednesday after the ONS revealed inflation hitting 7% in the 12 months to March, its highest rate since 1992.

“These latest inflation figures show quite how serious the cost of living crisis has become,” said Walker. “This represents not just a percentage increase in the price of everyday goods – but countless tough decisions and compromises for millions of families across the country. Of course, the most deprived communities continue to experience the impact of inflation most acutely.

“Supermarkets and other retail businesses are under intense pressure to respond and we have a responsibility to ease the burden on customers. As a private family-run business we can invest where it matters and already we have frozen the price of hundreds of £1 lines, reduced the minimum spend threshold for our free delivery service and launched a series of offers, such as this week’s 1p veg sale.”

Iceland has said the 1p offer makes the veg at least 26p cheaper than the lowest prices of any other supermarkets, and means shoppers “can save as much as 99p per product”.

However, some observers have noted the website allows only one item of veg at 1p per transaction, making 99p the maximum saving per basket.

“It’s an eye-catching promotion – a headline-catching one actually – but I think what shoppers are looking for at the moment is long-term price reassurance, not short-term marketing campaigns,” said Savvy Marketing CEO and founder Catherine Shuttleworth.

Shuttleworth pointed to Tesco’s focus on “permanent value” and its positive results this week as evidence “shoppers are looking for solid pricing, so they can budget week after week”.

“Inflation is a long-term issue and shoppers are looking for long-term solutions,” she added.

It is not the first time Iceland has run a 1p veg offer, having done the same for Christmas last year.

The supermarket is also trialling a lower minimum basket spend of £35 for free online delivery, down from £40, for four weeks from 5 April.

Walker also used his inflation comment to call for action from the government. “Whilst businesses know their customers better than anyone, they can’t be seen as an endless sponge to absorb the deficit presented by the cost of living crisis, and we are urging for swift action by the government so the entire country can make ends meet,” he said.