Deeside’s Iceland ditches April Fools’ for serious savings push

The executive chairman of Deeside-based Iceland Foods has announced a sweeping new set of discounts and initiatives to help families struggling with rising bills this April.

Speaking to the Daily Mirror, Richard Walker confirmed that, starting Tuesday 1 April, the frozen food retailer will launch over 450 new money-saving deals in stores across the UK

The changes come as millions of households are hit by hikes to council tax, energy, and water bills—costs that could add an estimated £50 per month to the average family’s outgoings.

“This year, it’s shaping up to be the most expensive April on record,” said Walker. “Water, energy, and council tax bills are 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.”

To reflect that mood, Iceland has decided not to participate in April Fools’ Day marketing. “Instead of jokes, we’re focused on real ways to help our customers navigate these rising costs,” Walker added.

Alongside the deals, Iceland is continuing its 10% discount for over-60s on Tuesdays and has reopened its Iceland Food Club microloan scheme for the Easter holidays. The scheme, which provides interest-free credit to families during school breaks, has already helped more than 30,000 people by lending out over £12 million.

Walker called on other businesses and supermarkets to join Iceland in offering “real support” rather than relying on promotions or headlines.

“The cost of living crisis isn’t over just because it’s out of the headlines. It’s hitting harder than ever, and it’s time for businesses, government, and financial institutions to do more,” he said.

“For Iceland, this April isn’t about pranks, it’s about action. And we’re calling on other businesses to do the same.”