Iceland offers ten items for £10 across UK supermarkets

Iceland has reintroduced its 10 for £10 mix-and-match offer on over 150 big brand products across all its UK supermarkets. This promotion allows shoppers to select any ten items from a wide range of frozen, fresh, and grocery products, with the total cost fixed at £10, potentially saving customers up to £15. The initiative comes amid concerns about food price inflation and follows calls from the government's cost-of-living tsar, Richard Walker, for interventions to protect consumers from excessive profits.