Iceland has introduced a new stuffed crust pizza as part of its Halloween 2025 range – but one aspect of the frozen treat has proven ‘too creepy’ for some customers
Several Iceland shoppers have reacted in shock following the launch of its new food themed for Halloween – with one item in particular causing a spooky stir. Instagram account NewFoodsUK showcased the supermarket’s seasonal offering from its Take Away pizza range, with its colour catching the eye.
The stuffed crust pizza – in Slime Cheese flavour – provides diners with a green coloured cheese filling. Marketed as “a green cheese stuffed pizza, topped with tomato sauce, cheddar and mozzarella and cheddar”, it appeared off-putting to several Instagram users who suddenly lost their appetites. “Sorry but hell no, it looks like sick,” one person declared.
Another Instagram user quipped: “Reminds me of a sinus infection.”
A third agreed, adding: “Oh no – that looks grim.”
Whilst a fourth said of the green colouring: “What in the early 2000s lawless wasteland Shrek is this?!”
Iceland advises online that the 475g frozen pizza can be up for £2.60.
In the same range, meanwhile, the supermarket has introduced a Scarily Spicy edition – this time topped with pepperoni and crust filled with spicy cheese – and available at the same price.
Elsewhere, the supermarket has introduced several more products in time for October 31, including Breaded Chicken Bats as well as Scarily Spicy Carolina Reaper Chilli Chicken Breast Fillet Strips and Chicken Wings.
Last month, meanwhile, Iceland rolled out a new scheme seeing people rewarded for reporting shoplifters.
In a bid to tackle rising levels of theft, the firm will see shoppers rewarded for information that might see shoplifters apprehended for their crimes.
The supermarket is estimated to have lost around £20million each year as a result of shoplifting, with those reporting theft set to see £1 credit added to their Iceland Bonus Card.
It also reports that shoplifters do not necessarily need to be caught, as long as the information is reported and verified, customers will see the reward added to their Bonus Card. It comes after a high street chain launches 70% off closing down sales as 25 shops set to shut.
Iceland executive chairman, Richard Walker, said in a statement: “We’re encouraging our loyal customers to help sound the alarm, and if they do help to catch a shoplifter, we’ll top up their Bonus Card to spend in store.”
It comes after announcing the initiative on Thursday on Channel 5 News on Thursday. Mr Walker, executive chairman of Iceland, told Channel Five news that shoplifting is not a “victimless crime”.
“I’d like to announce that we will give £1 to any customer who points out a shoplifter,” he said. “We’ll put it on their bonus card, if they see any customers in our stores who is undertaking that offence. Some people see this as a victimless crime; it is not.
“It also keeps prices from being lowered because it is a cost to the business. It’s a cost to the hours we pay our colleagues, as well as it being about intimidation and violence.”