In true Iceland fashion, the UK value supermarket took to the streets of London to stir up friendly rivalry with Asda, Tesco, M&S, Aldi and Fortnum & Mason.

With an estimated 800 million mince pies devoured each year, it’s evident that these delectable treats mark the start of the festive season for most Brits. To celebrate its triumph in the Good Housekeeping Institute Mince Pie Taste Test 2023, Iceland embarked on a festive mission, traversing the streets of London to spread holiday cheer with generous helpings of free mince pies outside their competitors’ doorstops.

And with nearly a third* of the nation looking to supermarkets to offer deals and discounts on festive treats in the run up to Christmas, the value supermarket was there to send a bold message to competitors while offering their shoppers a taste of an award-winning Christmas classic.

A spokesperson for Iceland said: “The giveaway was not just about indulging in delicious treats; it was a playful challenge to our competitors, subtly reminding them that their mince pies simply don’t measure up.

“Iceland’s commitment to spreading joy and topping the mince pie game was evident in every bite, reminding everyone that the true essence of the season lies in sharing, kindness, and a touch of friendly rivalry.”

Back for the fourth year running, and at £2.50 for  sixLuxury All Butter Mince Pies, Iceland came out on top for both quality and taste. The mince pie giveaway is just one of the many ways Iceland is attempting make the Christmas season special for its customers.

The spokesperson added: “We’ve also launched a range of Christmas essentials and initiatives, ensuring that everyone can enjoy a delicious and affordable Christmas.”

*The research study was conducted by Censuswide on behalf of Ketchum between October 16 and October 18 2023 consisting of 2,000 UK adults.