Iceland brings back Festive Pie as consumers prepare for ‘cutback Christmas’

Iceland has brought back its Festive Pie after four years as consumers prepare for “cutback Christmas” and more than two-thirds worry about being able to afford a turkey.

The pie, which costs £3 for a pack of two weighing 400g, is filled with an entire Christmas dinner of turkey, sprouts, cranberries, smoked bacon, peas, carrots, stuffing and a pig in blanket, all wrapped in shortcrust pastry and topped with a puff pastry lid.

Iceland last sold the pie four years ago but said it had brought it back this year “by popular demand”.

“An entire Christmas dinner encased in puff pastry. What’s not to love? Perfect for those who want an alternative value Christmas dinner, we are already seeing shoppers stock up.”

Iceland said trends data suggested increasing numbers of people were searching for alternative Christmas dinners this year.

A survey for the supermarket last month found almost half of consumers (48%) are worried about affording food shops this Christmas.

Two-thirds (67%) are worried about affording a turkey while 31% said they will be inviting fewer people to Christmas dinner due to the cost.

Their concerns come as households are set to learn on Thursday that their energy bills will rise again from January as hopes for relief from the cost-of-living crisis are put on hold.

According to the most recent Barclays spending report, 36% of consumers expect this Christmas will be more expensive than the last and 21% are concerned about keeping up with costs during the festive period.

Some 37% say they expect to spend less on Christmas gifts this year, just 13% anticipate spending more and 18% have started buying presents to spread out the cost, while 14% have spoken to loved ones to make a mutual agreement to cut back on gift-giving.

Censuswide surveyed 2,000 UK adults for Iceland between October 30 and November 1.