UK supermarkets using multibuy deals to encourage sales of meat, study finds

Iceland had the most promotions on processed meat, which accounted for 15% of its multibuy deals. Photograph: Rick Findler/The Guardian

Supermarkets are using multibuy promotional deals to encourage shoppers to buy meat and processed meat, despite the products being linked to a heightened risk of cancer, research reveals.

Almost one in five (18%) of multibuy offers in major British supermarkets involve meat and dairy products, and one in ten (11%) processed meat such as ham, bacon and sausages.