Iceland launches new value essentials range – and prices start from as little as 69p

Shopping trollies at the entrance to an Iceland Foods Ltd. supermarket in Christchurch, UK, on Wednesday, June 15, 2022. "Britain's cost-of-living crisis -- on track to big the biggest squeeze since the mid-70s -- will continue to worsen before it starts to ease at some point next year," said Jack Leslie, senior economist at the Resolution Foundation, a research group campaigning against poverty. Photographer: Chris Ratcliffe/Bloomberg via Getty Images

ICELAND has launched an essentials range of value products to rival the likes of Tesco and Asda.

The frozen food specialist has created a budget range of products as shoppers struggle to cope with the soaring cost of groceries.

Iceland has launched a value range of products

Figures from Kantar shows that grocery price inflation has hit a record high of 11.6%, adding an eye-watering £533 to the annual food shop.

With millions struggling in the cost of living crisis, Kantar said own-brand products were increasing in popularity.

It said sales of own-label ranges had increased by 7.3%, and now accounted for 51.6% of purchases – the biggest proportion on record.

Iceland‘s “Value Essentials” range will also be available in its The Food Warehouse stores and online.

It will include staples such as bread, milk, fruit and butter.

The cheapest product in the range is a Lathum’s Loaves loaf of medium sliced white bread.

Shoppers can also get 500g of easy peelers for £1 and a pack of apples for £1.

A 500g tub of butter is £2 and 220g of cheddar cheese is £1.50.

The full list of products in the range is as follows:

  • Oakpark Rasher Smoked Back Bacon (£1.00, 5pk)
  • Oakpark Rasher Unsmoked Back Bacon (£1.00, 5pk)
  • Lathum’s Loaves Medium Sliced White Bread (69p, 800g)
  • Hoppers Lemon Tarts (79p, 4pk)
  • Memory Lane Raspberry Sponge Cake (£1.25 245g)
  • Memory Lane Coconut Sponge Cake (£1.25, 245g)
  • Apple Rounds (89p, 6pk)
  • Cool Cones (79p, 5pk)
  • Brompton House Mini Chocolate Brownie (£1.00, 150g)
  • Brompton House Mini Chocolate Chip Muffins (£1.00, 150g)
  • Welsh Pantry Sausage Rolls (£1.00, 4pk)
  • Peters Jumbo Sausage Roll (£1.00, 1pack)
  • Peters Chicken Pasty (£1.00, 1pack)
  • Peters Cheese & Onion Pasty (£1.00, 1pack)
  • Peters Traditional Pasty (£1.00, 1pack)
  • Peters Corned Beef Pasty (£1.00, 1pack)
  • Peters Minced Beef & Onion Pie (£1.00, 1pack)
  • Peters Steak & Kidney Pie (£1.00, 1pack)
  • Island Delight Vegetable Pattie (£1.00, 140g)
  • Island Delight Lamb Pattie (£1.00, 140g)
  • Island Delight Jerk Chicken Pattie (£1.00, 140g)
  • Island Delight Jerk Beef Pattie (£1.00, 140g)
  • Island Delight Salt Fish Pattie (£1.00, 140g)
  • Spring Vale Pork Sausages (£1.00, 400g)
  • Dairylea Cheese Strips (£1.00, 4pk)
  • Iceland Mature White Cheddar (£1.50, 220g)
  • Iceland Mature Coloured Cheddar (£1.50, 220g)
  • Iceland Mild White Cheddar (£1.50, 220g)
  • Iceland Mild Coloured Cheddar (£1.50, 220g)
  • Deli Co Honey Roast Ham (£1.00, 90g)
  • Deli Co Cooked Ham  (£1.00, 90g)
  • Deli Co Breaded Ham (£1.00, 90g)
  • German Salami (£1.00, 80g)
  • Danish Salami (£1.00, 80g)
  • Chorizo (£1.00, 80g)
  • Milano Salami (£1.00, 70g)
  • Chicken Skewer (£2.00, 150g)
  • Serrano Ham (£2.00, 80g)
  • 10 Frankfurters (£1.00, 10pk)
  • Smoked Pork Sausage (£1.00, 400g)
  • Ice Chocolate Mousse (£1.00, 6pk)
  • SMV Strawberry Mousse (£1.00, 6pk)
  • Iceland 6 Free Range eggs Mixed Weight (£1.00, 6pk)
  • Free Rapeseed Oil (£1.00, 500g)
  • Dairypak (£2.00, 500g)
  • Just Like Butter (£1.00, 500g)
  • Beef Trim Pack (£2.00, 400g)
  • Pork Trim Pack (£2.00, 500g)
  • Lamb Trim Pack (£2.00, 400g)
  • Warburtons Crumpets (85p, 6pk)
  • Apples (£1.00, 6pk)
  • Easy Peelers (£1.00, 500g)
  • Iceland Coleslaw (£1.00, 375g)

Iceland has made a number of moves recently to help customers cope with rising costs.

Last week it launched an interest-free loans scheme, providing small loans of up to £100 to customers.

Iceland boss Richard Walker said: “Fresh thinking is required by business and government to find solutions.”

The supermarket also revealed plans to give away £30 food vouchers to thousands of pensioners.

Iceland is not the only store to up the ante on its own-brand products.

In May, Asda revamped its Essentials range with value options for fresh meat, fish and poultry as well as store cupboard staples.

Its full range will comprise some 293 products – double the number of items that were available under its previous Smart Price brand.

Budget ranges can go by lots of different names and some supermarkets even have more than one own-brand range.

Sainsbury’s, for example, had a value line called “Basics”, which was replaced with a variety of names including Hubbard’s and Stamford Street.

Shoppers shouldn’t just assume that own-brand options are always the cheapest though.

Websites such as Trolley can help you compare – it will show you the price of the same product at different stores.

You can cut costs further by making use of loyalty discounts, such as Tesco’s Clubcard or Sainsbury’s Nectar.

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