Iceland has joined Asda in kickstarting the year with its “biggest-ever deals event” to support families through January.

The frozen food supermarket has expanded its £1 or less range to now include over 1,000 products, alongside the return of its £10 for 10, buy 2, get 1 free and half-price must-haves in store and online.

Research commissioned by Iceland found that January is the most financially difficult month of the year for half of the population (50%).

A further 50% of Brits say they are actively searching for ways to save on food and essentials, with over half (56%) adjusting their shopping habits to cut costs.

Iceland Foods executive chairman Richard Walker said: “We know families are looking to reduce spending in all aspects of everyday life and we know that we need to do our bit to help.

“January will be a struggle for millions, it’s no secret that bills are going to rise and it’s going to hit some families extremely hard. That’s why we’re stepping up, expanding our £1 or less lines and introducing hundreds of deals. We’re here to help this January.”

Iceland joins Asda, which has slashed the prices on over 2,500 household essentials, offering an average discount of 26% both in-store and online, as part of its “Big Jan Price Drop” initiative.

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