Iceland Joins the Supermarket Price War With January Discounts
- Iceland launches its biggest-ever Mega Deals event, including "10 for £10" and "5 for £5" offers.
- Frozen favourites like Birds Eye crispy chicken dippers, Alphabites, and Chicago Town pizzas are included.
- Over 1,000 items now in Iceland’s £1 or less value range.
- New buy two get one free deal on essentials, including groceries, household items, and beauty products.
Iceland has announced massive price cuts to compete with Asda and Morrisons in the post-holiday supermarket price war. As part of its January push, the frozen food giant has launched its 10 for £10 and 5 for £5 deals, offering unbeatable value on staples like fishcakes, snacks, and pizzas.
The retailer has also expanded its £1 or less range, now covering over 1,000 items, and introduced a buy two get one free offer across household goods and other essentials.
Iceland Foods’ Executive Chairman, Richard Walker, said: “We’re stepping up to help families during what will be a challenging January. Our expanded value ranges and mega deals aim to make everyday shopping more affordable.”
This announcement follows similar moves by Asda and Morrisons, who recently slashed prices on key staples to attract budget-conscious customers.
Iceland sells far too much big brand stuff, they really need to do more of their own brands including fake brands like Lidl and Iceland. I find it suffers from the same issues as Lidl and Aldi in that the shop is relatively small and can't have a huge range but its worse in that often the only option you have in Iceland is a more expensive big brand product. So a tin of baked beans for example could be 80p rather than 27p approx in other supermarkets under their own brand. Their 10 for £10 deal can be very good though but I'm personally not that interested in tiny Birds Eye products included.