Nisa has introduced a new 3-for-£4 mix-and-match freezer deal through to 2025. It replaces the group’s previous 5-for-£6 Freezer Filler promotion and aims to align with evolving shopper preferences for flexibility and variety.
The new mix-and-match deal allows customers to choose any three qualifying products for £4, addressing the growing demand for customisable and cost-effective meal solutions. Nisa stated that the promotion’s structure was designed to appeal to a broad range of shoppers, especially those seeking convenience, without sacrificing choice or budget.
The group pointed to research that indicates a significant consumer trend toward mix-and-match promotions across the retail sector, as people increasingly value the ability to personalise meal options. The approach is said to enhance flexibility and broaden the appeal to a diverse shopper base who may not engage with fixed, repetitive deals. Nisa noted that it had seen an increase of 17% YOY in its retail partners buying into the freezer deal promotion, demonstrating an increased demand for a developing promotion.
Retail analysts highlight that mix-and-match deals can encourage larger basket sizes and cross-category purchases. Nisa stated that mix-and-match deals are emerging as a powerful tool for retailers aiming to differentiate their offerings and provide greater customer value in a highly competitive market.
The group revealed that its 3-for-£4 deal had been developed in response to feedback and insights from a review of former footfall-driving promotions. Findings showed that recurring meal deals often led to shopper fatigue, with the same set of fixed products causing some shoppers to become disengaged and reducing their purchase frequency.
The new promotion is said to offer a dynamic range of options that will change periodically, allowing customers to try new products and avoiding the risk of stockpiling frozen items that can lead to a slower buying cycle.
Alongside the increased choice, Nisa claims that convenience stores will also see enhanced margin benefits compared to traditional fixed-frequency discounts. With the lower price point breaking the £6 barrier, the new 3-for-£4 promotion will also appeal to price-sensitive shoppers, making it more appealing to a larger audience.
Hannah Lockwood-Geck, Category Controller at Nisa, commented: “This exciting new ‘3 for £4’ mix-and-match frozen deal marks an important step in responding to our customer’s preferences and ensuring that we keep bringing innovative and appealing offers to our partners.
“By replacing our previous promotion with a flexible deal that allows consumers to personalise their choices, we’re enabling stores to provide an even better experience. This updated approach means our retailers can offer more tailored selections to match local preferences, improve margins, and better serve their communities. We’re confident that this promotion will drive higher engagement and create a more satisfying shopping experience.”
