Sales of Iceland’s £1 or less value range has skyrocketed this month as consumers look to “beat the January pinch”.
The supermarket said sales of its value line soared 61% in the first half of January, with demand for its £1 meals up 84% in the first week of this month alone.
Iceland added 50 new own-brand and branded products to its £1 range earlier this month, meaning the supermarket now has more than 700 items included in its essentials line.
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Iceland managing director Richard Walker said: “Iceland customers told us how tough things were and increasing our range of £1 products was key to supporting them.
“Access to affordable family meals is so important, giving people a chance to get around the dinner table and enjoy a hot meal even when the financial pressures are huge.”
“With year-on-year sales in January up by more than 60%, it’s clear how well this has landed with customers and with more than 700 products across the range, there’s something for everyone.
“On top of this we’ll continue to do more to help families shop affordably, such as our recent 1p veg initiative and our continued support for free school meals.”
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