Iceland Encourages Chester’s Over-60s to ‘Switch and Save’ with Air Fryers

Deeside-based Iceland has launched a festive campaign urging over-60s in Chester to save on energy bills by switching to air fryers.

The initiative, fronted by Chester’s renowned Town Cryers, David and Julie Mitchell, aims to help 50,000 seniors save a collective £1 million before Christmas.

Dubbed the ‘Town Fryers’ for the day, the duo toured Chester’s landmarks on an open-top bus, making proclamations about the energy-saving benefits of air fryers.

They also handed out leaflets detailing Iceland’s 10% discount for over-60s every Tuesday, alongside free samples of air fryer-friendly foods at the Frodsham Street store.

Paul Dhaliwal, Chief Commercial Officer at Iceland Foods, said:

“Pensioners are paying more to cook the same meals, but with energy bills rising, it’s time to embrace cost-saving methods. Air fryers can cut energy use significantly, saving up to £20 monthly. By making the switch, we hope to save £1 million across the UK’s golden generation before Christmas.”

Savings Across Generations

Research conducted by Iceland and The Food Warehouse shows a stark generational gap in air fryer ownership.

While younger generations have embraced the appliance, 78% of over-60s still rely on costlier cooking methods like ovens and hobs.

Among those who already own air fryers, 91% report saving money, with over a third cutting up to £20 monthly from energy bills.

Chester Town Fryer David Mitchell said:

“As air fryer users ourselves, we were thrilled to encourage the wise folk of Chester to ‘fry’ smarter and save their silver this winter.”

The campaign is part of a larger collaboration between Iceland, The Food Warehouse, and popular appliance brand Ninja, which includes special cooking instructions for air fryers on select Iceland products like Pigs in Blankets and Crispy Shredded Chicken.

With Christmas Eve falling on a Tuesday this year, Iceland’s 10% discount for over-60s offers additional savings during the festive period.

For more information on Iceland’s offerings, visit www.iceland.co.uk or www.thefoodwarehouse.com.