Iceland is trialling a lower threshold for free delivery services, cutting prices by £5.
The frozen food retailer has reduced the minimum order value for its online free next day delivery service from £40 to £35 and is also reducing its in-store home delivery service cost from £25 to £20.
The company said the move, which will be trialled over four weeks, was in response to the rising cost of living.
“The entire nation is feeling the pinch at the moment and the cost of living crisis is forcing some families to make difficult decisions in order to make ends meet,” said Iceland’s managing director Richard Walker.
“Our aim is to mitigate this as much as possible for shoppers on significantly reduced grocery shopping budgets by reducing the thresholds of our free delivery services in stores and online, meaning they won’t need to pay for fuel in order to get the groceries they need, or worry about paying delivery charges.”