An Iceland Foods boss is urging shoppers to ditch their ovens and switch to more energy efficient appliances to help customers save money, without compromising a hot meal. Richard Walker said ‘we must do what we can to save hot dinners’ and has challenged Iceland shoppers to turn off their ovens for a whole week - starting today.
Research conducted by the frozen supermarket revealed that over half of Brits (53 per cent) plan on either reducing or cutting out hot meals completely in the coming months - but Richard wants to stop that from happening.
The supermarket recently saw record sales of 4L Tower air fryers, after they were reduced to the low-cost price of £35. The energy-saving cookers were snapped off shelves in less than a week this October, and Iceland is hoping these customers can use their air fryers to take on The Big Cooker Switch Off Challenge.
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Iceland is challenging shoppers to switch off their ovens for a whole week from today, October 31, and instead use more energy efficient cooking appliances such as air fryers, microwaves and slow cookers.
Richard Walker, Managing Director at Iceland Foods, said: “Choosing between heating and eating shouldn’t be a decision anyone ever has to make, we must do what we can to save hot dinners. This is why we are asking our customers to join us in The Big Cooker Switch Off Challenge, so they can see just how easy it is to solely use appliances that are going to save them money. It’s going to be these small changes that could mean having a regular hot meal this winter.”
Iceland customers can pledge to switch off their cookers for an entire week via this link and the first 1,000 customers to sign up will receive a £5 voucher to spend on one online shop at Iceland.
The supermarket’s study showed that 27 per cent of Brits say they don’t see any alternative to cutting out hot meals because otherwise they simply won’t be able to afford their energy bills. This figure is nearly double for those in the lowest income group, on £15,000 or less a year, of which over 40 per cent gave this answer.
An overwhelming 90 per cent of shoppers also admitted to feeling ‘concerned’ about the impact of rising energy bills.
Iceland also recently revealed that households reliant on oven cooking could save up to £426 per year by switching to more energy efficient cooking appliances.
To guide them through a cooker-free week, Iceland will be sharing air fryer recipe ideas and instructions on its recently launched blog, Affoodable . The retailer has also launched a section on their website where you can shop food that’s easy to air fry, which you can find here.
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