Bidfood is to launch a new Prize Freeze promotion to help customers secure “up to four months of deep cut pricing on a wide range of favourite products”.
Beginning on 1 January 2026, the promotions will roll out across categories such as bakery and cleaning. By purchasing from the Prize Freeze product range by 28 February, customers will receive the same frozen price on all subsequent orders of the product until 30 April.
“Right now, operators don’t just need another promotion, they need certainty,” said Bidfood head of commercial growth initiatives Katie Sillars. “Our Price Freeze is about locking in real savings on the products customers rely on most, so they can plan with confidence and focus on driving sustainable growth as we head into the new year.
“We’ve combined deep cuts across key lines and frozen those prices right through to the end of April, across a strong mix of customer favourites from our own and supplier brands. Even small savings add up, freezing up cash that can be reinvested into teams, menus and customer experience.
“We want this to feel like a genuine boost for hospitality – supporting both resilience and growth through the toughest winter months and into early spring”.
It comes as trade body UKHospitality told the BBC that it was “entirely plausible” the hospitality sector could lose an additional 100,000 workers as a result of the autumn budget.
Last month, the Treasury confirmed that the national living wage will rise by 50p to £12.71 an hour from April 2026. UKHospitality chair Kate Nicholls described the increase as ”yet another cost for hospitality businesses to balance, at a time when they are already being taxed out”.
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