Iceland has rolled out a major change to its yellow-stickered products, slashing prices by up to 50% in a bold move to tackle food waste and help shoppers save money.
The frozen food specialist confirmed that items nearing their expiry date will now carry deeper discounts, making it easier for budget-conscious customers to grab a bargain while reducing unnecessary waste.
How the New Pricing Works
Under the new system, yellow-stickered products – typically marked down as they approach their use-by date – will now be discounted more aggressively:
- First reductions increased from 30% to 50% off
- Final reductions boosted from 50% to 75% off
- Clearer labelling to help shoppers identify savings
Why Iceland Made the Change
The supermarket chain stated that the move comes in response to the ongoing cost of living crisis, with many families struggling to put food on the table. A spokesperson explained: "We're committed to helping our customers make their money go further while doing our part to reduce food waste across our stores."
Environmental campaigners have welcomed the initiative, noting that UK households throw away approximately 4.5 million tonnes of edible food each year.
What This Means for Shoppers
The enhanced discounts present several benefits for customers:
- Greater savings on quality products
- More affordable meal options during tough economic times
- Opportunity to try premium products at reduced prices
The changes are effective immediately across all Iceland and The Food Warehouse stores nationwide.
