Major supermarket makes huge new move in Easter price war (2026)

The chain announced a host of offers ahead of Easter (Image: Getty)

With Easter less than two weeks away, supermarkets are continuing to wage a price war to win shoppers’ business.

The latest move in the battle comes from Iceland, who have announced a range of half price offers to entice customers in the runup to the big day.

Concentrating on the items most popular on Easter dinner plates, the chain has revealed they are offering a whole leg of lamb for just £12.50.

Research from the supermarket showed 43% of Brits are planning to enjoy lamb as their meat this holiday, likely to be served alongside traditional roast dinner accompaniments.

These include roast potatoes, which almost half of Brits plan to eat on the day, along with gravy (34%) and Yorkshire puddings (33%). In the offer most likely to get shoppers through its doors, Iceland has cut its 1800g Luxury New Zealand whole lamb leg to £12.50, down from £25.

The limited time deal is available now and runs until April 28, or until stocks last, while purchases are limited to two per person from Iceland’s online store.

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For a Good Friday fish and chip dinner, Iceland has also cut a range of products to fill plates for less.

Battered and breaded fish fillets are half price, included Young’s Chip Shop 2 Extra Large Salt& Vinegar Batter Fish Fillets and Young’s 2 Breaded Extra Large Fish Fillets, both 300g and now down to £2.

Meanwhile, Aunt Bessie’s Roast Potato Chips and McCain Triple Cooked Gastro Chips are also half price, at £1.75 and £1.67 respectively.

These offers are available online or in-store from today at Iceland and The Food Warehouse but will finish up sooner than the lamb offer.

They run until Easter Monday, on April 21.

Supermarkets are cutting prices across the board as they try to win customers over for Easter, with Aldi cutting the price of some vegetables to 15p from next week.

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The chain will cut items including 1kg bags of carrots, 2kg bags of white potatoes and 360g bags of broccoli to just 15p from April 15.

Aldi have assured shoppers that these deals do not come at a cost to suppliers, with the brand planning promotions and working with British growers on a seasonally or annual fixed cost price.

From the same date, Lidl announced they would also start prices for common vegetables at 15p, including carrots, parsnips and spring onions.

Elsewhere, Asda has cut the price of Cadbury’s Easter eggs to just 98p, while Morrisons customers can pick up large Cadbury Easter eggs for £3 each as part of the 3 for £9 deal with a More card.