Over half of us plan on either reducing or cutting out hot meals completely in the coming months and a quarter say they don’t see any alternative because otherwise they simply won’t be able to afford their energy bills. This figure is nearly double for those in the lowest income group, which is £15,000 or less, of which over 40% said they won't be able to afford hot food and energy bills this winter, according to research by Iceland.
The supermarket recently announced its sales of air fryers for £35 and the products were snapped off shelves in less than a week. Iceland is now challenging its customers to join them in switching off their ovens for an entire week from October 31, and instead use the most energy-efficient cooking appliances, such as air fryers, microwaves and slow cookers in what it calls The Big Cooker Switch Off Challenge.
Richard Walker, Managing Director at Iceland Foods, said: “Choosing between heating and eating shouldn’t be a decision anyone ever has to make, we must do what we can to save hot dinners. This is why we are asking our customers to join us in The Big Cooker Switch Off Challenge, so they can see just how easy it is to solely use appliances that are going to save them money.
"It’s going to be these small changes that could mean having a regular hot meal this winter."
Iceland customers can pledge to switch off their cookers for an entire week, starting from October 31, via https://iceland.eu.research.net/r/savehotdinnersbigcookerswitchoff and receive a £5 voucher to spend at Iceland.
To guide them through a cooker-free week, Iceland will be sharing air fryer recipe ideas and instructions on its recently launched blog, Affoodable.
