Iceland has doubled the volume of price-slashed ‘weekly shop’ items to over 1,000 products, marking the highest number of price cut grocery and household items by any UK supermarket this year.
The reductions form part of the frozen food retailer’s commitment to lowering prices by investing £26m annually to support families amid the cost-of-living crisis.
Reduced items include weekly shop essentials such as Lurpak Lighter Spreadable Butter (400g, was £4.00, now £2.75), Richmond Thick Pork Sausages 40 Pack (was £6.00, now £5.50), Aunt Bessie’s Roasties (600g, was £2.00, now £1.50) and Iceland Chicken Thigh Fillets (1kg, was £6.50, now £6.00)
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Executive chairman Richard Walker said: “Although inflation rates are falling, the cost-of-living crisis still very much has families in its grip. That’s why we’re committed to keeping prices low across items that our customers actually need.
“In just two months, we’ve doubled the number of price-slashed products and greatly expanded our range of £1 items. It’s our priority to support our customers in any way we can and offer great value when they need it most.”
Last week Iceland revealed its employees have been “slapped, punched and threatened with weapons” amid the recent surge in shoplifting.
Richard Walker told the MailOnline: “Every single week I receive an average of 12 reports of ‘serious incidents’ where managers and other colleagues have been attacked in our stores, almost always by shoplifters.
“Colleagues are being slapped, punched and threatened with a range of weapons including knives, hammers, firearms and hypodermic needles.
“Other assaults have resulted in injuries ranging from a broken jaw to a fractured skull.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
