The retailer says it is offering cheaper products that families need to support people with the cost of living
Iceland says it has cut the price of more than 1,000 products to support people with the cost of living. The supermarket company - which also runs The Food Warehouse chain of shops - says it is offering cheaper items that "families need" including "a significant range of freezer fillers and household staples".
The retailer says it has doubled the number of price-slashed weekly shop items from 500 to over 1,000. It claims it has 'cut prices on more grocery and household products than any other UK supermarket'. Reduced items include Lurpak Lighter Spreadable Butter , Aunt Bessie's Roasties and Iceland Chicken Thigh Fillets .
In July, the value supermarket announced a weekly half million-pound investment in lowering prices, amounting to £26 million annually. This includes its Mix & Match multibuys promotion and its range of £1 frozen 'easy teas'. Richard Walker, executive chairman of Iceland Foods, said: “The cost-of-living crisis still very much has families in its grip. That’s why we’re committed to keeping prices low across items that our customers actually need. In just two months, we’ve doubled the number of price-slashed products and greatly expanded our range of £1 items. It’s our priority to support our customers in any way we can and offer great value when they need it most.
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