Tackling Food Insecurity
Many of our customers have a limited budget to spend on food, and an increasing number of people in the communities we serve are going hungry. As well as focusing on providing affordable, quality food, we are finding new ways to help everyone eat well.
meals donated to local communities during 2025-26.
in microloans provided through Iceland's Food Club to customers unable to access mainstream credit. Available nationally.
for customers spending £25 in store.
Iceland Food Club
Iceland has partnered with award-winning ethical credit provider Fair for You to pilot bespoke micro loans – supporting 40,000 financially excluded families who are hit by unexpected shocks to their budget, with the risk of going without quality food. By providing average loans of between £25 and £100, and harnessing Fair for You’s deep knowledge of the sector, families have began to regain financial control, resulting in 74% of users no longer needing payday loans or high-interest credit and 77% users no longer having to use food banks. The scheme has been developed to support the 12 million people unable to access mainstream credit in the UK, many of whom manage unstable monthly budgets due to reliance on Universal Credit.
Community Food Distribution
Community Food DistributionWe divert unsold food from our depots and stores to communities, and in 2025/26 Iceland redistributed 3.7 million meals to community partners. Stores also offer food nearing the end of its shelf life to colleagues for free.
One of our biggest partnerships is with Olio. In 25/26 we saved 1,500 tonnes of food going to waste through the Olio app, this equates to 49,233 households being fed.
During 2025/26, through our Food Waste Hero Programme, we have rescued a massive 10 million meals which has helped 165,000 households.
Find out more about our approach to surplus food here.
Support for The Cost of Living Crisis
Fridge Life
During 2025/26, we added the Fridge Life logo onto more products with the aim of demonstrating to customers that frozen products do not have to be stored in the freezer. Our aim is to make frozen food accessible to more people as access to a freezer is far from universal across the UK. For more information, visit: Fridge Life – Iceland & The Food Warehouse
Lucky Dip Bags
In February 2026, we launched new Frozen Lucky Dip Bags, designed to help customers save money whilst reducing food waste. Retailing at £4, each bag contains five frozen food items, offering savings up to £20. We have also began trialling Chilled Lucky Dip Bags online, these are currently only in one online store, but we are planning to further roll these out later in 2026.
Infant Formula
Learn how we’re tackling food insecurity in baby formula here.
Support for Older Customers
In 2022, Iceland became the first supermarket to pilot an over-60s discount. The 10% discount is available to those over sixty every Tuesday and applies across all products in Iceland and Food Warehouse stores.
Bonus Card
Our unique Iceland Bonus Card can help with budgeting as it gives customers £1 for every £20 they save, as well as exclusive deals and offers.
Staff Discount Increase
All Iceland colleagues receive a discount on their shopping in store. In May 2022, this was increased from 10% to 15%.
Healthy Start and Best Start Foods
Iceland actively promotes the NHS Healthy Start Scheme in England, Northern Ireland and Wales, and the Best Start Foods scheme, which operates in Scotland. Both schemes provide free healthy food for low-income families with young children. In an industry first, in 2022 and 2023 the business is promoting the schemes on 90 million milk bottles and branded home delivery vans, to raise awareness and take-up among our customers and the communities we serve.