Iceland Foods has unveiled its Mega Deals Event as British households grapple with mounting financial strain during what many consider the most challenging month of the year.
The frozen food retailer's initiative comes as countless workers face an extended wait between their December and January wages, with some experiencing gaps of up to six weeks between pay packets.
This period matches the length of the school summer holidays, leaving families stretched thin after the festive season.
The supermarket chain's promotional campaign aims to help customers fill their freezers and cupboards at reduced prices during this financially demanding period.
Fresh research commissioned by Iceland paints a stark picture of the difficult decisions facing British households this month.
More than 10 million adults across the UK, representing 15 per cent of the population, have indicated they intend to miss meals or reduce their food intake during January as a cost-cutting measure.
Nearly a third of households surveyed said they would be dishing up smaller portions to stretch their budgets further.
The financial squeeze is expected to hit hard, with over half of Britons anticipating their money will run dry before month's end.
Iceland shoppers could save £7.20 on their weekly shop
| PAThe 15th of January has been pinpointed as the typical date when household budgets become exhausted.
The retailer's promotional event features several money-saving options for shoppers looking to stock up affordably.
The flagship offer allows customers to pick up four items for just £4.80, with potential savings reaching £7.20 per transaction.
Products eligible for this deal include Goodfellas pizzas, Birds Eye chicken dippers and fish fingers, Aunt Bessie's chips and Yorkshire puddings, and Richmond sausages.
Iceland's Executive Chairman acknowledged the strain facing families at this time of year
| PAAdditional promotions include buy two get one free arrangements, five items for £5 bundles, and reductions of 50 per cent or more on selected lines.
Half-price items span brands such as McCain chips, Pukka pies, Quorn mince, and Birds Eye chicken products.
Richard Walker, Executive Chairman of Iceland Foods, acknowledged the strain facing families at this time of year. "January is a tough month for millions of families across the country," he said.
Half-price items include brands such as McCain chips
| GETTY IMAGES"We know this is the point in the year when households are cutting back wherever they can, worrying about the weeks ahead and trying to make every pound work harder."
Mr Walker emphasised the company's commitment to affordability, stating: "At Iceland, we believe no one should have to worry about feeding their family."
He described the promotional event as the retailer's contribution to helping customers build up supplies, minimise waste, and navigate January with greater confidence and reduced anxiety.
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