Iceland Foods has turned up the dial on its multibuys and £1 promotions in what it claims is its “largest ever” January deals event.
The highlight of the Mega Deals event sees the return of Iceland’s 10 for £10 multibuy promotion, as well as the ramping up of products in its £1 or Less value range of core grocery and household lines at Iceland and Food Warehouse stores.
The promotions – which all run between 3 and 20 January – also include the return of 5 for £5 on branded lunchbox snacking ranges, buy two get one free on cupboard essentials such as Heinz Sausages & Beanz and Sharwood’s cooking sauces, as well as a range of special-offer ‘Star Buys’ including Lurpak Garlic Butter for £1.50 (from £2.25) and half-priced gammon joint.
Iceland will also offer half price on branded laundry lines including products from Persil, Comfort and Lenor.
Iceland has not said exactly how many products have been added to its £1 or Less range, just that it currently numbers around 1,000, which is roughly the same number of products reached when Iceland extended the range in September 2023.
The range accounts for roughly 20% of Iceland’s total sales and has been a key lever, alongside its suite of multibuy deals, in Iceland’s value strategy during the cost of living crisis over the past couple of years.
The combination of the two, alongside its more premium exclusive brand tie-ups, has been credited as a key reason behind Iceland’s improved market share last year.
“We know families are looking to reduce spending in all aspects of everyday life and we know we need to do our bit to help,” said Iceland Foods’ executive chairman Richard Walker.
“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,” he added.
The new-year promotions push makes Iceland the latest retailer to enter the January price war, after Asda cut the price of 2,500 lines, while Morrisons extended its Aldi and Lidl price match on 2 January.
It also follows the launch of NPD from Iceland, which expanded its partnership with THG-owned MyProtein as part of a major push on health and wellness-targeted products.
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