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Everything we can to be there for them because this is really serious. you mentioned the inflation figures, according to the 0ns, a quarter of households are struggling to pay their bills and i think that will probably get worse through the year. let's find out more about what you're doing. morrisons yesterday said they are cutting prices on 500 products, asda widening their campaign, sainsbury�*s and tesco are price matching aldi, that translates they say into a 12 or 13% saving, what are iceland doing? our customers are depending on us because times are tough so we had made a strategic dec...

Made a strategic decision to invest, we will not rest until the cost of living crisis is over and now you will see a constant drumbeat of food hacks, ideas, value messages, offers and deals from us so we have reduced the threshold for online because interestingly people are shopping differently because of the cost of fuel to drive to stores like this. we have frozen the price of all of our £1 lines until the end of the year, we have a £10 of 50 this week, we have launched an ethical credit scheme, we have put healthy start vouchers on milk bottles and we are unlocking amazing savings through...