Iceland is helping shoppers kickstart their health journey this year with a new range of nutritious meals, but the price range has been hotly debated.
The supermarket has teamed up with leading sports nutrition brand, MyProtein to offer shoppers a large selection of healthy pre-prepared meals that are packed with protein.
Exclusively available to Iceland and The Food Warehouse stores nationwide now, the new frozen meal range features a large selection of dishes that are low in fat to help shoppers make healthier choices.
Despite the rather good intentions behind the new range of meals, many shoppers have taken to social media to complain about the prices of some of the products.
The debate was sparked after the Instagram food blog account @Newfoodsuk shared a reel highlighting the exclusive new range to its followers.
They captioned their reel: "New MYProtein meals now available at @icelandfoods #instareels #reelsinstagram #reelsofinstagram #reels #reels."
The comments section was quickly flooded with hundreds of responses from shoppers who were divided over price of the new range, with some suggesting that Iceland's non-branded range was better value.
"£6 for the salt and pepper skewers; Iceland’s own brand £3.50 and pretty much the same macros", complained one shopper.
"£6?! Cheaper to do it yourself", fumed a second.
"£4-£6 for each thing, nah you're okay. Make your own for a fraction. Or buy Icelands own for cheaper", suggested a third.
Not everyone was put off by the prices, however, as many shoppers seemed a lot more enthusiastic by tagging friends and family in the reel.
"Omg yes healthy eating. Ready. The chicken I'd have regular", said one shopper.
"These look good", agreed a second.
A spokesperson from Iceland Foods said: “We’re constantly striving to bring our customers the best and we’re delighted to partner with Myprotein to offer delicious, nutritious and affordable healthy meal options for all our customers as we head into the new year. Like Myprotein products, Iceland deliver best quality protein for any occasion.”
The MyProtein range of frozen meals is available exclusively at Iceland and The Food Warehouse now.
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