Iceland unveils new round of price cuts as part of summer money-saving initiatives

The announcement comes as more than half (54%) of parents will reduce their expenses during the summer holidays to “put food on the table” and more than a quarter (27%) of parents are concerned about the affordability of extra groceries, Iceland said.

Iceland said that some of the products included in the price drop are Persil washing capsules, Richmond sausages and Greggs cheese and onion bakes.

The price cuts have been launched as part of its range of ‘Summer Holiday Heroes’ initiatives, which also include a Bonus Card boost of £2 for every £15 school meal voucher shoppers spend until September 1, 2023.

Shoppers can also expect a summer sale with up to 50% off “household essentials” including ice lollies, pizzas and Heinz sauce as well as a third of Iceland’s product range now featuring as part of its multibuy offering.

Iceland group sales director Paul Dhaliwal said: “Families are more likely to be spending their summer at home due to rising costs. We want to alleviate some of the stress for parents so they, and the kids, can enjoy that time together.

“Our Summer Heroes initiatives not only help families put food on the table thanks to value prices on household essentials as well as our exclusive Bonus Card benefits, but it will also help to keep the kids entertained on a budget.”