Furious Iceland shoppers feel "conned" by the discount supermarket's vow to sell 400 products for 1p.
Fresh and frozen products including burger buns, ice cream cones and fizzy drinks are included in the offer launched this morning – but the small print stipulates they must be ordered online.
To get free delivery customers must spent £40, which they say is unfair on those who can't afford it, reports the Manchester Evening News.
Theresa Maher said: "Whilst this is a kind gesture it’s flawed…how many low income households will be spending £35+ in order to not pay the £4 delivery charges, only to find their penny items mysteriously out of stock & missing from their order?
"But now they’ve spent £35+ on Iceland foods they can no longer afford the full price bread, milk, butter etc from their local shop/supermarket.
Iceland has launched a 1p sale with 400 items heavily discounted
"Surely this would be better as an instore offer, where at least the low income householders can rethink their shopping as they walk round & discover everything they need is out of stock … plus a loaf of bread, 4pints milk & butter/margarine costs less than the £4 delivery charge!"
Amanda Clapson said: "Nice, you need to have to pay for broadband for the internet to do your shop and spend so much to get “free delivery” to get an item for 3p."
Debra Banner said: "It's a con, you have to spend minimum £25 to get free delivery then you only get three items out of the £1 range & then you've to add more items to your trolley to bring the amount to the £25 minimum order value & its not available in-store, which I think is wrong."
In order to qualify Iceland shoppers will need to buy their food online
Julie Barber added: "Sorry this is all wrong not everyone shops on line so unfair."
But not everybody was so critical. Elaine Greenley said: "At least Iceland is thinking of help it can offer people. There are plenty of free WiFi areas round towns and city centres and there is WiFi in libraries or community centres if you are near one."
Glenis Tinton said: "This is great for people doing online shopping???" and Pauline O'Leary said: "Great idea hope it will help."
Richard Walker, Managing Director at Iceland, said: “We’re continuing to work hard to ensure our customers are being supported as much as possible as the cost of living continues to rise and we hope our 3p everyday essentials sale will help a little this weekend.
“Our previous sales at Christmas and Easter were very popular and this time we’ve taken the decision to branch out and offer this deal on everyday essentials, as well as vegetables, to help our customers as we navigate through the cost-of-living crisis.
"We’re committed helping our customers as much as we can at this difficult time and will continue to do so.”
In-store shoppers do not qualify for Iceland's 1p offer
Alamy Stock Photo)
It comes after the store announced shoppers who are struggling against rising costs can pick up three items for just 3p over the next week.
The supermarket is cutting the price of more than 420 products – but only for online customers.
Food shop essentials such as milk, bread and butter will be included in the deal – which comes in the countdown to payday for millions of workers.
Other items on offer include summer favourites such as burger buns, ice cream cones and fizzy drinks, as well as a selection of fresh, frozen and grocery products.
To get the money off, you’ll need to include three items that are part of the deal in your order on the Iceland website.
Once you reach the checkout stage, enter “ICEPENNY” as a promotional code before paying.
Will you take advantage of the Iceland offer? Let us know in the comments.
The deal will allow customers to save up to 99p per product, based on an item costing £1 originally.
The special offer will run from June 18 until June 24 at midnight.
Iceland dropped the prices of its vegetables to 1p last Christmas and Easter, with almost 10,000 shoppers snapping up the offer over Easter.
Iceland offers shoppers free next delivery when they spend £40 online.
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There is also an option to have your groceries delivered the same day if you’re shopping in stores.
The deal from Iceland comes as grocery analysts warned prices could rise by 15% this summer and leave shoppers skipping meals.
The Institute of Grocery Distribution (IGD) said that households are set to pay more for essentials including dairy, bread and meat as inflation is predicted to hit 11%
A typical family of four's shopping bills could rise as much as £40 per month, it warned.