The supermarket’s executive chairman noted that as many brands and businesses share fun jokes and quips to celebrate April Fools Day, millions of households will be hit with major hikes to their water, energy and council tax bills
Iceland supermarket boss Richard Walker says there is “no joke” as he announces a major pricing shake-up across all Iceland stores nationwide this April Fools Day.
Walker has announced that the frozen supermarket chain will introduce over 450 new money saving deals on a wide range of products from April 1. The supermarket’s executive chairman noted that as many brands and businesses share fun jokes and quips to celebrate the day, millions of households are hit with major hikes to their water, energy and council tax bills.
The hikes will be worrying for many families, with experts noting that the wide range of increases could see families have to find an extra £50 a month to cover the hikes. This means they may have to cut back in other areas – and this includes their supermarket shop.
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To offer some help to those worried about the hikes, Iceland has launched the 450 deals from Tuesday this week. The discount includes eight products for £10, half-price products, five products for £5, and buy two, get one free.
The full range of over 450 deals will be available in Iceland and The Food Warehouse stores nationwide and online, and some of the deals include:
- 8 for £10 – including Aunt Bessie’s Yorkshire Puddings, a selection of Birds Eye products and Goodfella’s pizzas
- 2 for £8 – on the supermarket’s exclusive Slimming World range
- 5 for £5 – across key chilled and cupboard essentials, such as fruit patches, snacks and yoghurts
- Buy 2 Get 1 Free – including Heinz baked beans and hoops and ranges of crisps including selected brand favourites like Doritos and Sensations
- £1 – on a wide range of products from brownies to wet wipes including some family favourite brands including Mr Kipling and Huggies
- Easter deals – Half price on Easter essentials such as Creme Egg ice cream, McCain Roasts, Yorkshire Puddings, Mini Chocolate Eggs Cake and Creme Egg Sticks. (Available from 8th – 28th April 2025).
Walker said the deals have been announced to help parents, single-parent families and those who are worried about their finances in the coming months. Alongside this, Iceland has also committed to continuing initiatives such as 10% off for over-60s Bonus Card holders every Tuesday and its “lifesaving” Food Club scheme.
The Iceland Food Club is a microloan scheme that runs every school holiday this year, including the upcoming Easter holiday. It offers interest-free credit so families can buy essentials without turning to loan sharks or high-cost lenders. According to Iceland, the scheme has helped 30,000 people and lent out over £12million.
Walker noted that retailers alone could not fix this problem alone and urged other businesses – including other major supermarket chains – across the UK to step up and freeze prices, offer fair credit, or provide direct support to working families.
Richard Walker, Executive Chairman of Iceland Foods, exclusively told the Mirror: “This year, it’s shaping up to be the most expensive April on record, with water, energy, and council tax bills all rising, just as food prices remain high. Millions of families will be feeling the pinch and for many, there’s nothing funny about it.
“That’s why Iceland won’t be doing April Fools’ Day this year. Instead of jokes, we’re focused on real ways to help our customers navigate these rising costs. We’re reopening our Iceland Food Club microloan scheme in time for the Easter holidays, offering interest-free credit so families can buy essentials without turning to loan sharks or high-cost lenders.
“The cost of living crisis isn’t over just because it’s out of the headlines. It’s hitting harder than ever, and it’s time for businesses, government, and financial institutions to do more. For Iceland, this April isn’t about pranks, it’s about action. And we’re calling on other businesses to do the same.”
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