Iceland is helping cash-strapped shoppers get in their Christmas dinner for less by freezing the prices across its own-brand turkeys ahead of the festive period.
The new pledge from the supermarket comes amid ongoing supply issues which has seen the price of the Christmas dinner staple rise at other supermarkets following an outbreak of the avian flu.
Frozen turkey prices have risen by 32% this festive season as the UK continues to experience one of the worst cases of bird flu to date, with more than a third of free-range Christmas turkeys dying.
In a bid to help shoppers keep their costs low amidst the cost of living crisis, Iceland has pledged that it will not pass on the extra costs to customers by bringing back its popular turkey insurance.
The scheme was introduced for shoppers last year following fears of a Christmas turkey shortage and it helps guarantee customers their Christmas dinner centre-piece without the added stress.
For those looking to guarantee their own turkey this year, Iceland's boss has urged them to create an Iceland account before Friday, November 18.
Customers who are signed up are then asked to look out for an email with all the details on how to secure their turkey and delivery slot up until Sunday, December 18.
Richard Walker, Managing Director at Iceland Foods said: "As a cost of living initiative to support our customers ahead of Christmas we’ve been working hard for months to ensure that everyone can buy their Christmas dinner at a low price. Recent news has suggested there’s been price increases on frozen turkeys as the outbreak of avian flu takes hold; we will be freezing our prices and will do until Christmas.
We also want to reassure our customers with the re-launch of our popular Turkey Insurance, which guarantees a delivery slot along with the promise of a turkey this year."
Early bird shoppers looking to get in their frozen Christmas turkey ahead of the big day this year will be able to shop the full turkey and Christmas centrepiece range from Monday, December 14.
To guarantee your turkey before Christmas day, you can sign up for an Iceland account here. Customers are advised to ensure that their marketing preferences are switched on to receive an email for the turkey insurance.
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