Iceland Foods has revived its annual Mega Deals event, rolling out a suite of branded multibuy discounts throughout January in a bid to help shoppers through “the toughest month of the year”.
The volume-driving promotions, which include offers such as half-price on selected SKUs or combo deals such as four products for £4.80, launched in all 950 Iceland and Food Warehouse stores on 3 January, and will run until 9 February.
Other promotions include ‘buy two get one free’ and five products for £5. Birds Eye Chicken Quarter Pounders, McCain Chips, Goodfellas Pizza and Pepsi Max are among the included lines.
“January is a tough month for millions of families across the country,” said Iceland Foods executive chairman Richard Walker.
“We know this is the point in the year when households are cutting back wherever they can, worrying about the weeks ahead and trying to make every pound work harder. That’s why we’re starting the year by putting real value back on shelves, with thousands of products on offer and some of our best-ever deals returning,” Walker said.
January can be a difficult month for consumers, with many households facing a lengthy gap between December and January paydays, where many are paid early before Christmas, Iceland claimed.
A poll of 2,000 UK adults commissioned by Iceland suggested as many as 10 million UK adults, around 15%, say they will skip meals or eat smaller portions in order to save money.
“At Iceland, we believe no one should have to worry about feeding their family. This Mega Deals event is about doing our bit to help customers stock up, reduce waste and get through January with a little more certainty and a lot less stress.”
It comes amid the annual flurry of new-year price cuts as supermarkets seek to retain shoppers after the Christmas rush.
Last week, Morrisons kicked off 2026 by cutting the price of thousands of products “across the weekly shop”.
Tesco followed up with a noteworthy value push of its own this week, reviving its famous blue and white stripes as the front and centre of a major new marketing push to promote a raft of everyday low prices.
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