Iceland Foods is cutting the prices of hundreds of products typically loved by people over 60.
After analysing its sales data, the frozen food specialist has reduced prices on 250 lines favoured by older shoppers, including sausages, baked potatoes, baked beans, bacon, battered fish, fruit trifle, and Yorkshire puddings. It is also adding multibuy offers such as 8 for £10 and 3 for £10 on many of the items.
With utility bills on the rise, Iceland stated that its move was designed to help those most affected by the cost-of-living squeeze stay well-fed and worry-free through the colder months.
The chain’s long-running 10% discount every Tuesday for people over 60 will also continue through the colder months.
“We know this time of year can be tough for many older people, we know from speaking to our elder customers that every penny counts and every degree on the thermostat makes a difference,” said Paul Dhaliwal, chief commercial officer of Iceland Foods.
“That’s why we’re doing the right thing by cutting prices on the products our over-60s really love and rely on. From fish and chips, to a classic roast dinner, we want to make sure our customers can enjoy good, hearty food without worrying about the cost.
“Supporting our communities has always been at the heart of Iceland, and that’s exactly what this is about.”
