Iceland Foods has launched a “wave” of price cuts across its frozen lines.
The new ‘Frozen Pledge’ – which has seen 200 products either reduced in price or added to promotions – comes amid reports that the supermarket raised its prices at a higher rate than the majority of its rivals throughout April.
Iceland’s prices rose by 5.8% in April, which was the second-highest among supermarkets, and above the industry average of 3.8% to 19 April, reported The Telegraph, which highlighted executive chairman Richard Walker’s position as the government’s cost of living tsar.
Walker rejected the claims, insisting the figures were distorted by some “very specific lamb deals in place last year”. The figures did not take into account any new products or deals launched this year, Walker added.
Iceland later announced it was rolling out the new wave of cuts, extending its multibuy deals and adding new products to its promotions cycle over the next couple of months. It would help customers cut their grocery bills, the supermarket said.
Iceland extending multibuy promotions
As part of its £2 ice cream deal, Iceland has cut the price of branded multibuy packs. It includes Snickers ice cream four-pack, which was £2.89; Solero Strawberry Twists reduced by 75p for three; and five-packs of Calippo Strawberry Minis reduced from £2.75.
Meanwhile, from 28 July, three-packs of Magnum Almond, Mint and Salted Caramel variants will be cut from £3.50 to £2.
Iceland has also halved the price of other brand staples. Chicago Town Tiger Crust Pepperoni Pizza, for example, has fallen from £4 to £2. Young’s Chip Shop XL Battered Fish Fillets are now £2.25, down from £4.50. McCain Smiles have fallen from £2.50 to £1.25.
The supermarket has also added nine more of its own-label pizza products to its £1 Pizza Cabinet. It’s also extended its 10 for £10 multibuy deal on a range of products included Birds Eye peas, Richmond Sausages and Aunt Bessie’s Chips. The offer was meant to end on 23 June, but will now run until at least 6 July.
“Doing the right thing for customers has never been more important and this Frozen Pledge is a huge commitment to both our new and existing shoppers,” Walker said.
“It’s one of our biggest-ever refreshes on deals and now includes hundreds of our frozen products across our stores.
“We know people from all walks of life are continuing to feel the pressure of rising costs, so we want to help people save money just when they need it most,” he added.
The Grocer has approached Iceland for a response to The Telegraph’s report, and for more detail on the lamb promotions.
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