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Iceland offers customers TURKEY INSURANCE to ease worries over Christmas supply shortages

Will you take out TURKEY INSURANCE this Christmas? Iceland guarantees first 150,000 customers to sign up will get a bird in time for the big day

  • There are rumours of present and turkey shortages this year 
  • To combat this, Iceland has launched a Turkey Insurance for its customers 
  • It says the first 150,000 to sign up will be guaranteed one by Christmas Day  


Christmas is just around the corner and many families are already preparing for the big day, keen to get the festivities started after last years’ were spent in lockdown.

Shoppers have been stocking up on food and presents in advance, as experts have warned there could be a lack of Christmas turkeys available this year due to supply chain shortages. 

Whilst some are playing it safe and buying a turkey to freeze now, Iceland has taken matters a step further by offering its customers ‘turkey insurance’.  

The supermarket’s guarantee promises to deliver every customer who signs up a turkey they can gobble up on Christmas Day.

Iceland is launching Christmas Turkey Insurance for customers, guaranteeing they will get one

In order to take advantage, shoppers need to choose their preferred turkey via the supermarket’s reservation form online, and select their delivery slot by Monday 22 November. 

Iceland said it hopes it can reassure its customers with this guarantee, preventing any uncertainty about whether they will be able to get their hands on a turkey this year.

How does it work? 

The first 150,000 customers who register for an Iceland account and book a delivery slot scheduled between 11 and 17 December, by Monday 22 November, will be guaranteed a turkey in time for Christmas Day.

The supermarket has also announced that more than 600,000 Christmas delivery slots have been made available to its customers between 11 and 17 December.

Iceland is so confident these deliveries will arrive on time that it has promised to pay for the entire Christmas shop, should any of it arrive late.

Customers will be able to choose from three different frozen turkeys: Iceland’s Perfect Turkey which is £17 and serves eight to 10 people; Bernard Matthews’ Golden Norfolk Basted Turkey Crown (Medium) which is £16 and serves six to 10; and Bernard Matthews’ Golden Norfolk Basted Whole Turkey with Giblets (Large), which costs £17 and serves eight to 10 people.

Once shoppers create an account and book their delivery slot, selecting their chosen turkey, Iceland says they can rest assured the Christmas feast is insured.

Then, six days before the allocated delivery slot, customers will be invited to complete their online order by adding their reserved turkey to the basket alongside all their other Christmas essentials.

Iceland's frozen turkey sales went up 409% in September compared to the same time in 2020

Iceland’s frozen turkey sales went up 409% in September compared to the same time in 2020

Why is the insurance necessary? 

The Office for National Statistics reviewed the shelf availability of products between 5 to 8 November, and found that 18 per cent of frozen turkeys were either not available, or stock was low. 

Separate data from Kantar also revealed British shoppers spent £6million more on frozen turkeys in October in comparison to last year.

It is likely many people will have been stocking up due to the rumours of shortages and supply chain issues. 

Some in the industry have blamed Brexit for cutting down the number of food manufacturing and delivery workers, whilst others have said bosses need to pay their workers higher wages to keep them.  

Andrew Staniland, frozen trading director at Iceland Foods, said: ‘Planning for your Christmas Day meal can be a tense time and this year with noise of Christmas food shortages we wanted to offer added reassurance to our customers.’

‘We’ve been preparing for a bigger Christmas, so we have a strong stock of frozen turkeys. We’re proud to be able to guarantee our shoppers a turkey to remove the worry and help them have the best Christmas ever.’

Earlier this festive season, Iceland revealed sales for frozen turkeys went up by 409 per cent in September compared to the same period in 2020, demonstrating how customers have been preparing in advance for a big festive party.

Turkeys are not the only item under threat this Christmas. This is Money previously reported that there may be a lack of popular electronic Christmas presents available this year due to the global semiconductor shortage.

Items such as laptops, smartphones and games consoles could be in short supply as the pandemic left fewer semiconductors being manufactured than usual, at the same time that demand for electronics surged. 



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