Iceland brings back 10 for £10 deal - how to save even more

Iceland has relaunched its much‑loved 10 items for £10 deal, giving shoppers the chance to save money on more than 150 everyday products.  

The offer dropped this week and is now live in all UK stores and online, with some items available exclusively on the website.  

How much can you save? 

Your savings depend on what you put in your basket. Higher‑priced items can cost up to £2.50 each, meaning you could save as much as £1.50 per item under the deal. 

At the lower end, the cheapest item included is £1.10, which only works out at a 10p saving. 

If you pick only the most expensive products, you can get £25 worth of food for £10, giving you the maximum saving of £15. This lines up with Iceland's own figures on how much shoppers can save through the promotion. 

What items are included in the 10 for £10 offer? 

There are over 150 items in the deal across essentials, bakery, yogurts, drinks, snacks, and more. Iceland’s website shows a wide range of frozen, chilled and cupboard products in the offer.  

Some of the higher‑priced items you can get for £1 each include: 

• Muller Myprotein Chocolate Mousse – usually £2.50 

• Starbucks Frappuccino (various flavours) – usually £2.20 

• Cathedral City Kids Nibbles – usually £2 

• Galbani Italian Mozzarella Cheese – £1.95 

• Warburtons 5 Original Bagels – £1.90 

How long will the deal last? 

Iceland hasn’t given an official end date yet. The deal launched this week, and these promotions normally run for only a few weeks, so it’s best to shop soon if you want to make the most of it. 

How to save even more at Iceland 

Here are easy ways to cut your bill further: 

1. Go for the highest‑priced items 

To maximise value, fill your 10‑item bundle with products that normally cost £2 or more. This gives you the biggest saving on each item. 

2. Check whether items are in‑store or online only 

A lot of the higher ticket items include in the offer are online exclusives. So if you're planning on making the most of the offer, it might be worth putting in an order online to get the biggest saving. As long as you buy at least £40 worth of items, you get free delivery. The minimum order is £25, but a minimum basket fee applies if you spend anything less than £40.

3. Use PlusSave gift cards 

If you shop at Iceland regularly, PlusSave gift cards give up to 3% off your total spend. That’s an extra £3 saved for every £100 you spend and it stacks with the 10‑for‑£10 deal.  

PlusSave is available to all thinkmoney SmartPlus account holders, so if that’s you, head to the app, go to PlusSave, and tap “Iceland” from the list of retailers to buy yourself a gift card you can use for your next shop.