Supermarket giant Iceland will team up with energy company Utilita to help households across the UK save up to £604 on their bills this winter.
Joining together with frozen food specialist Iceland, Utilita and Iceland are embarking on a first of its kind partnership, which aims to help those struggling with the rising cost of living, by offering practical solutions and advice on how to save money.
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As the UK anticipates one of the most expensive winters in its history, Utilita and Iceland’s ‘Shop Smart, Cook Savvy’ collaboration will officially launch in early September to help families better understand the cost of cooking. The campaign will also aim to help identify the most economical cooking methods available to them to make budgets stretch further.
As part of the joint campaign, both brands have committed to 11 pro-consumer, pro-planet pledges in total, which includes:
- A massive overhaul of Iceland’s own-product packaging to reflect more energy efficient cooking appliances and methods, and
- A national ‘Cooking High 5’ consumer awareness tour, facilitated by Utilita outside Iceland stores.
The launch will also see the introduction of both brands selling the best value 4.5l air fryer on the market from Tower Housewares retailing at the discounted price of £35, enabling consumers to make their investment back in around 47 days of avoiding the oven.
Air fryers will be sold at Iceland stores nationwide, online here and at Utilita’s High Street Energy Hubs.
The companies also released figures that showed how much each electrical appliance in the kitchen costs a household by day, month and year. More information is included below:
- Electric cooker - 87 pence a day, £6.09 a week, £26.88 a month and £316.54 a year
- Dual cooker - 72 pence a day, £5.08 a week, £22 a month and £264.03 a year
- Gas cooker - 33 pence a day, £2.32 a week, £10.07 a month and £120.83 a year
- Slow cooker - 16 pence a day, £1.15 a week, £4.98 a month and £59.76 a year
- Air fryer - 14 pence a day, £1.01 a week, £4.40 a month and £52.74 a year
- Microwave - 8 pence a day, 58 pence a week, £2.50 a month and £30.02 a year
Bill Bullen, Utilita Founder and CEO said: “For as long as we can remember, our kitchens have been designed around the oven being the main cooking method, which isn’t the case for many households today.
"Much more economical cooking appliances such as air fryers, slow cookers and microwaves have become increasingly more popular. However, the cooking instructions on food packets haven’t reflected this. Utilita and Iceland are closely aligned in our mission to help households make their money go further.
"There are so many factors that neither Richard nor I can control today, but the cost of cooking is mutual ground that we can help consumers with. This unique partnership will hopefully urge other supermarkets to do the same and help consumers choose the most economical cooking methods.”
Richard Walker, Iceland’s Managing Director, said: “The cost of living crisis continues to be the biggest national issue facing consumers and as a private, family-run business, we’re constantly looking at both short, and long term initiatives that can offer any support.
Our ‘Shop Smart, Cook Savvy’ collaboration with Utilita is so important, as it shines a light on the relationship between what we buy and how much energy we use cooking it, helping to empower our customers and provide them with access to information that can help stretch their budgets further.”
As part of Utilita’s national education programme, Iceland customers and all households will be invited to attend thousands of free workshops on the 15 ways to cut energy bills by hundreds each year, including five ways to save up to £604 when cooking.
For more information, visit the Iceland website here, or the Utilita website here for further details.
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