Crime & Safety
Iceland set to make major changes in stores across the UK
It is part of its new ‘Frozen Pledge,’ aimed at helping shoppers reduce their grocery bills.
The decision follows reports that the supermarket’s prices rose by 5.8 per cent in April.
It was the second-highest increase among supermarkets and well above the industry average of 3.8 per cent, according to The Telegraph.
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Brand #NEW Cathedral City Cheesy Spaghetti Carabonara is landing in-stores & online from tomorrow!
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pic.twitter.com/PWtEkLhvTw — Iceland Foods
(@IcelandFoods) June 1, 2026
However, executive chairman Richard Walker disputed this data, calling it “flawed” and arguing the figures were skewed by “very specific lamb deals in place last year.”
He also said the figures did not reflect new products or deals introduced this year.
According to The Grocer, Mr Walker said: “Doing the right thing for customers has never been more important and this Frozen Pledge is a huge commitment to both our new and existing shoppers.
“It’s one of our biggest-ever refreshes on deals and now includes hundreds of our frozen products across our stores.
“We know people from all walks of life are continuing to feel the pressure of rising costs, so we want to help people save money just when they need it most.”
As part of the refresh, Iceland is extending its multibuy offers and adding new items to its promotional calendar over the coming months.
What products will be reduced?
The £2 ice cream deal now includes reduced prices on several branded packs.
Snickers ice cream four-packs, previously £2.89, are now £2.
Other reductions include Solero Strawberry Twists, reduced by 75p for three, and five-packs of Calippo Strawberry Minis, reduced from £2.75.
Starting July 28, three-packs of Magnum Almond, Mint, and Salted Caramel will also be reduced from £3.50 to £2.
The supermarket said it has halved the price of other branded staples.
The Chicago Town Tiger Crust Pepperoni Pizza has dropped from £4 to £2.
Young’s Chip Shop XL Battered Fish Fillets are down from £4.50 to £2.25, and McCain Smiles now cost £1.25 instead of £2.50.
Iceland has also added nine more own-label pizzas to its £1 Pizza Cabinet and extended its 10-for-£10 multibuy deal through to at least July 6.
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