I went to an Iceland store in Bristol to see how much I could buy for £10
Prices have risen by around 7.9 per cent on average when compared to prices in June 2022 and rising interest rates have led to changes in people’s shopping habits.
Shoppers are now more likely to make smaller but more frequent shopping trips and to choose frozen over fresh products. They are also more likely to visit budget supermarkets.
I decided to make a trip to the Iceland Supermarket in Easton to see what I could buy for £10.
As soon as I entered the store, I was bombarded by bright, yellow signs of different sizes that highlighted the low prices available and the “mix and match” offers.
In the fruit and vegetable corner, for example, there was a ‘3 for £5’ mix-and-match offer which highlighted that the shopper could save up to £2.50.
The frozen meat - and meat-free - products and the meat boxes had multiple ‘3 for £10’ mix-and-match offers, and there was also a sign saying that lollies and cones started at £1.
After browsing among the selection of products, I decided to get two sets of £10 shopping products.
The first set included a box of 450g of chicken breasts, a box of 4 Peri Peri Lemon and Herb Chicken breasts and a bag of southern fried ‘no chick’ strips from The No Meat Company. Each item would average about £3.33.
As for the second set, a ‘3 for £5’ mix-and-match offer included a salad selection pack made up of some tomatoes, cucumber and lettuce, a bag of three sweet peppers and a box of red seedless grapes.
With the offer, each item averaged £1.67. I also bought a packet of McVities Club Mint biscuits for £1 and a bottle of Mr Muscle Drain Gel for £4.
Whilst the prices looked very appealing, and there were some good offers, after comparing online, it appears that Iceland has similar prices to other budget supermarkets.
In some cases, Iceland is also a bit more expensive than other budget supermarkets like Aldi and, for certain items, Tesco.
But it was a nice clean store, items were easy to find and if I happened to be around the area, I’d happily use Iceland again to save a few pennies.