// The threshold for next day delivery service will drop from £40 to £35
// The initiative will be trialled nationwide over a four week period
Iceland has slashed its threshold for free delivery services in stores and online to help hard-hit consumers.
The frozen food retailer revealed it will reduce the minimum order value for its online free next day delivery service from £40 to £35, alongside and will drop its in-store home delivery service cost from £25 to £20.
The initiative is being introduced in response to the rising cost of living, with consumers hit by soaring energy, petrol and food costs, which has hit shopping budgets.
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“The entire nation is feeling the pinch at the moment and the cost of living crisis is forcing some families to make difficult decisions in order to make ends meet,” Iceland managing director Richard Walker said.
“Our aim is to mitigate this as much as possible for shoppers on significantly reduced grocery shopping budgets by reducing the thresholds of our free delivery services in stores and online, meaning they won’t need to pay for fuel in order to get the groceries they need, or worry about paying delivery charges.”
The initiative will be trialled nationwide over a four week period.
The news comes as Iceland was recently forced to reverse its ban on palm oil following a shortage of sunflower oil, a staple ingredient in the supermarket’s frozen lines.
Despite initially banning the ingredient in 2018 in a stand against tropical deforestation, Iceland will start selling a limited range of own-label products that contain palm oil this June.
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