// Iceland vows to lock prices on more than 60 items in its value range until the end of the year
// The price freeze initiative comes as inflation rises to a 30 year high
Iceland has vowed to freeze prices on its value range in the face of rising living costs to help ease pressure on cash-strapped consumers.
The frozen foods specialist will keep more than 60 items at £1 until the end of the year, both in store and online.
The commitment comes as the UK’s inflation peaks at a near-three-decade high and supermarket bosses have warned that price rises are unavoidable in the year ahead.
Products price locked include frozen vegetables, pizzas, chips, ready meals and ice creams.
READ MORE: Inflation rises to highest rate since March 1992
Iceland managing director Richard Walker said: “We know that our customers will be feeling the pinch as inflation surges and it is our priority to mitigate it as much as we can, and continuing to commit to everyday low prices across our ranges.
“We hope this price promise brings some reassurance to those who are concerned about their finances in the year ahead, and will help to keep weekly grocery shopping as affordable as possible.”
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