Overview
- Iceland rolled out the Frozen Pledge in early June across about 1,000 Iceland and The Food Warehouse stores and online, reducing prices or adding deals on more than 200 frozen products.
- The refresh includes clear price points and promotions such as a £1 meal cabinet, £2 branded ice‑cream packs, three for £5 on chips and veg, £1 savoury pastries and branded multibuys.
- Iceland has extended its popular 10 for £10 multibuy into late June and July and said it will add more seasonal lines to the promotional calendar through the summer.
- The campaign follows independent Worldpanel data that reported a 5.8% price rise for Iceland in April, a figure Iceland disputes as distorted by last year’s specific lamb deals and a small‑week sample and which it says newer May data shows has since fallen.
- The company frames the pledge as direct help for households under cost‑of‑living pressure and the move could prompt wider promotional competition from other supermarkets this summer.