// Iceland extends £1 price freeze by another year to continue supporting shoppers during inflation crisis
// The grocer will keep the price of over 600 £1 or less items as close to £1 and under as possible
Iceland has extended its £1 price freeze across hundreds of frozen products by another year as it looks to support customers during the cost-of-living crisis.
The grocer said it will be keeping the price of over 600 £1 or less items as close to £1 and under as possible for the rest of the year. It offers around 20% of all its products for £1 or less.
Iceland will also continue to offer its over 60s discount every Tuesday. Since the discount was launched last year, it has seen growth in transactions and new customers each week – with 300,000 customers taking advantage of the discount on a single day in December.
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Iceland’s cost saving initiatives extend to the supermarket’s Bonus Card that offers customers a 5% cash bonus on the card when they top up and check out using it.
This half term, the retailer will be offering a special £2 bonus to Bonus Card holders when spending a £15 free school meal voucher at Iceland.
Iceland managing director, Richard Walker said: “Many families are deeply worried about the tough times that lie ahead this year, which is why we have stepped up to extend our price freeze on our frozen range, giving our customers the assurance that the prices of the products they love will remain low.
“We have a responsibility to support our customers in any way we can and offer great value when people need it most.”
