Iceland launches 450 deals in lieu of April Fools joke

Iceland executive chairman Richard Walker has unveiled a pricing shake-up across the supermarket’s stores in lieu of an April Fools Day joke.

The grocery giant is launching more than 450 deals across a wide range of products from today (1 April).

It comes as Walker warned 1 April was no time for jokes, as millions of consumers face increased water, energy and council tax bills.

The 450 deals include eight products for £10, half price products, five products for £5 and buy two get one free.

Walker 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.”

He continued: “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 grocer’s Food Club will run during every school holiday this year.

The move comes as the nation is set to begin a new era of hiked bill payments and higher prices. According to Retail Economics, retailers are preparing for a surge in added operating costs amounting to £5.56bn, with a significant portion forecast to be passed on to consumers via higher prices.

The costs stem from changes announced in Chancellor Rachel Reeves’s October Budget, including National Insurance rises taking effect from April 6, a higher minimum wage from April 1, and a £720m rise in business rates.

However, the British Retail Consortium recently reported that retailers held back on price rises throughout March, despite cost pressures weighing upon the sector.

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