Iceland Foods Executive Chairman, Richard Walker has branded this 1st April as no time for jokes as millions of Brits are hit with increased water, energy and council tax bills.
Instead, the supermarket is introducing more than 450 deals on a huge range of products as well as maintaining some of its essential schemes and initiatives which will be a vital lifeline for Brits as they feel the pinch.
As some businesses ‘celebrate’ 1st April with jokes, the nation will begin a new era of increased bill payments that are worrying families across the country and according to experts, the wide range of increases could top more than £50 a month*.
The 450 deals introduced by Iceland bosses, including eight products for £10, half price products, five products for £5 and buy two get one free will be available from 1st April and have been announced to help parents, single-parent families and those who are worried about their finances in the coming months.
It’s not just deals and offers Iceland are introducing. The supermarket has also committed to the continuation of initiatives such as 10% off for over 60s Bonus Card holders every Tuesday and its ‘lifesaving’ Food Club scheme.
Running every school holiday this year, including the upcoming Easter holiday, the Iceland Food Club is a microloan scheme offering interest-free credit so families can buy essentials without turning to loan sharks or high-cost lenders.
The scheme has already helped 30,000 people, lending over £12 million to those most in need. But retailers can’t fix this alone. The retailer has urged businesses across the UK to step up, whether that’s freezing prices, offering fair credit, or providing direct support to working families.
Richard Walker, executive chairman of Iceland Foods, said: “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.”
The full range of over 450 deals are available now in Iceland and The Food Warehouse stores nationwide and online including:
- 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).
To find out more about Iceland’s Food Club scheme visit https://www.fairforyou.co.uk/
