Asda, Morrisons and Iceland announce price cuts: all you need to know
Asda, Morrisons and Iceland have all cut their prices in a bid to lure shoppers. Here are details of the major promotions currently running at the three supermarkets.
Saving money on supermarket shopping is high on the agenda for most of us this year.
While the rate of inflation is not quite what it was, we have still seen the cost of food in particular grow at a scary rate in recent years, putting our finances under pressure.
And with the state of the economy looking less than inspiring, reducing the amount spent on the weekly shop makes a lot of sense.
The big supermarkets know that too, which is why Asda, Morrisons and Iceland have started the new year by announcing price promotions to try and attract cash-strapped shoppers.
Iceland in particular has some impressive offers, including the opportunity to get up to £25 worth of items for £10, but all three promotions will undoubtedly help you slash the cost of your next shop.
Here's how each of their respective price promotions works.
Want to save on every shop? Keep an eye out for our weekly supermarket deals roundup, which is updated every Friday morning.
Asda
Asda has kicked off 2025 by slashing prices by an average of 26% on over 2,500 household items, both online and in-store.
As part of its 'Big Jan Price Drop', the supermarket chain is cutting the cost of big brands, including Cathedral City Mature Cheddar, Dolmio Bolognese Sauce, and Persil Wonder Wash, as well as Asda own-brand items such as whole chicken and salmon fillets.
The supermarket says the promotion is aimed at helping customers save money in the New Year.
“We know that as we come out of the festive period, budgets can be a concern for many families," said David Hills, Chief Customer Officer at Asda.
"Our Big Jan Price Drop aims to ease that burden and make money stretch further for our customers, by reducing the prices of the products they’re buying week in, week out, continuing to offer uncompromising value to all.”
A 900g pack of McCain chips was £3.20 at Asda and is now retailing for £1.60, while a 10 pack of Birds Eye Omega Fish Fingers is now £1.25, down from £3 and Nescafe Classic Original 200g is £3.50, down from £4.85.
Morrisons
Meanwhile, Morrisons has announced it is expanding its scheme to price-match Aldi and Lidl to include 500 everyday essential items both online and in store.
From January 2025, the scheme will include items such as olive oil, coffee, eggs, single cream and pasta sauce, alongside existing ones in the Price Match, such as bananas, potatoes, broccoli and onions.
The supermarket says that to signal its commitment to British farming, 100% British beef mince, chicken fillets and locally-sourced carrots will also be included, as well as semi-skimmed milk, cheese, rice and tinned chopped tomatoes.
Morrisons originally launched its price match last February with over 200 products. It checks the items twice a week, adjusting pricing if required.
The savings are available in all Morrisons stores and online – although Price Matched products are not offered on third-party platforms such as Amazon or Deliveroo.
Iceland
The frozen foods specialist has launched a raft of different price promotions at the start of January, most of which will run until 20 January.
Perhaps the most eye-catching is the '10 for £10' offer, which as the name suggests lets customers choose 10 items from a selected list for a total price of £10.
With included items costing up to £2.50, Iceland says shoppers can save as much as £15 by making use of the promotion.
Examples of products included in the 10 for £10:
- Birds Eye Chicken Fingers – 10 Pack, £2.50
- Young's Chip Shop Omega 3 Fish Fillets - 2 Pack, £2.50
- Chicago Town Cheese & Tomato Sub – 2 Pack £1.75
- Richmond Thick Pork Sausage – 8 Pack, £1.85
- Birds Eye Chicken Dippers – 12 Pack, £2.50
The supermarket has also launched a 'half-price frozen' food promotion, which lets you save 50% on pizzas, burgers, fish fingers and more.
Other promotions include more than 1,000 items being reduced to £1 or less, half-price deals on household laundry products and a 'buy two get one free' offer on various cupboard essentials.
Pain still being felt at the till
Food price inflation is not quite as painful as it once was and fell for much of 2024.
But the cost of food remains a key concern for many households after the dramatic price rises seen between 2021 and 2023.
Supermarkets have recognised that if they want to keep our custom, they need to do something to make shopping with them a little more affordable.
That’s why, alongside price promotions, a host of supermarkets have focused on special deals for members of their loyalty schemes.
The likes of Tesco, Sainsbury’s, Morrisons and Co-op have all pushed schemes where their loyalty members enjoy lower prices, and it makes a real difference.
So if you regularly shop at a specific supermarket, make sure you sign up to any loyalty scheme on offer.
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