// Iceland introduces essentials range as annual grocery bills set to rise by £533
// The frozen food specialist has been a leading light in reducing prices amid cost of living crisis
Frozen food specialist Iceland has launched a budget range of grocery items in a move to go head-to head with grocery rivals’ value ranges.
With CEO Richard Walker an outspoken advocate of backing financially hard pressed customers, Iceland has unveiled its new ‘Value Essentials’ assortment, which has been designed to help shoppers keep their grocery bills down.
Shoppers have been hit with higher prices at the supermarket, with the latest figures from Kantar showing that the UK’s grocery price inflation has soared to a record high of 11.66% and the average annual grocery bill is set to increase by £533.
Available in Iceland and The Food Warehouse stores now, everyday items such as bread, milk and fruit have been included in the range, as well as mealtime staples and a private label butter brand, with prices starting from as little as 69p for Lathum’s Loaves medium sliced white bread.
READ MORE: Is Iceland right to prioritise affordability over sustainability?
The range of new products have been introduced after a series of value-led initiatives from Iceland to help consumers during the cost of living crisis.
These include a £1 price freeze on products from its value frozen range, a 10% discount for over 60s on Tuesdays and a £30 voucher for pensioners.
Last week The Daily Record reported how the supermarket chain had also launched an interest-free loan scheme with ethical lender Fair For You to help customers with their food shop.
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