Iceland and Asda are in the forefront of retail food chains discounting prices in January, as many consumers in the United Kingdom pinch pennies to make ends meet following high spending during the festive Christmas and New Year period.
“We know families are looking to reduce spending in all aspects of everyday life and we know that we need to do our bit to help,” said Iceland Foods Executive Chairman Richard Walker. “January will be a struggle for millions, as it’s no secret that bills are going to rise and it’s going to hit some families extremely hard. That’s why we’re stepping up, expanding our £1 or less lines and introducing hundreds of deals.”
The Deeside, Wales-headquartered Iceland Group, a frozen food retail specialist which operates over 900 outlets across Britain, is promoting 10 for £10 deals as well as 5 for £5 and Half-Price specials though January 20. Private label products going for £1 or less include Iceland brand Breaded King Prawns in eight packs, Mac ’n Cheese Bites in packs of 10, Cheesy Potato Swirls (450g), and Mozzarella Balls (200g).
Among numerous half-price product deals available are Birds Eye Chicken Shop Ultimate Fillet Burgers (two for £2), Birds Eye Fish Fingers in 14-count packs for £2, and Chicago Town Tiger Crust Cheese Medley Pizza for £1.75.
Asda’s Big Jan Price Drop
The “Big Jan Price Drop” at Asda comes as the chain’s income tracker revealed that despite the improvement of household spending power in the UK, rising inflation is expected to continue to pose challenges in 2025.
“We know that as we come out of the festive period, budgets can be a concern for many families. Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all,” said David Hills, chief customer officer of the Leeds, England-headquartered company.
The price cuts are running throughout January, and the selection of the 2,560 products on offer includes 900g packs of McCain Chips (reduced from £3 to £1.60) and Birds Eye Omega Fish Fingers (was £3, now £1.25).
