Frozen food specialist Iceland has invested £26m in slashing prices on 500 “weekly shop items” and in putting a third of its entire range into its “mix and match” multibuy offering.
The retailer said it had slashed the price on products such as Nescafé coffee, Anchor spreadable butter, Heinz spaghetti in tomato sauce and own-brand minced beef, stuffed chicken breast joints and cod fillets, as part of its price investment.
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