Iceland can claim to have the cheapest milk of any of the UK’s major grocery retailers, having cut its price for four pints of milk from £1 to 89p.
This price reduction was introduced on 22 October 2014 and came at a time when dairy producers have reduced the price they pay farmers for milk by an average of 1.6 pence per litre.
Prior to Iceland’s price cut, Aldi and Lidl were the most competitive at 95p for four pints. Tesco, Sainsbury’s and Waitrose continue to sell at £1. Morrisons and Co-op are charging the most at £1.39 for four pints, however Morrisons have a 3 for £3 promotion and Co-op have 2 for £2, therefore the promoted price is £1 per four pints – in-line with other major retailers.
Iceland is also cheapest for two pints of milk – on 22 October 2014, Iceland reduced its price from 90p to 75p. This is a 16.7 percent decrease which is a greater depth of cut than that applied to four pints which was reduced by 11 percent.
Before this reduction Iceland was the most expensive of the grocery retailers. Aldi and Lidl were the cheapest for two pints of milk at 79p while Tesco, Asda, Sainsbury’s, Morrisons and Waitrose all charge 89p.
Not already using Brand View products? Request a free trial today and experience the power of Brand View intelligence tools completely free of charge for 14 days.