Iceland implements 'free chicken' initiative across stores

Supermarket giant Iceland has followed in the foosteps of Nandos and is giving out VIP 'black cards' which will allow people to get unlimited shopping for an entire year. Iceland customers who find one will be able to purchase one of 215 select frozen items for a whole year.

The Iceland black card intiative will be particularly helpful for those looking to make ends meet as a result of the cost of living crisis. The official name for the card is a V.I.C (Very Important Chicks) card.

That's because Icleand says it wants to celebrate mums. However, you don't have to be a mum to find one. There has been no indication as to which stores the cards are hidden in, so it really will be a case of luck as to who finds one.

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The card can be used to purchase from 215 frozen chicken products, including Iceland branded food and from its partnerships such as My Protein and TGIF. Iceland will hide V.I.C cards in stores across the country from today - giving shoppers the chance to grab one at random. If you find one, you’ll need to show it to an Iceland staff member who will verify the win.

Iceland shoppers are also able to nominate someone to win on the supermarket’s Instagram page. The winning person nominated via Instagram will be randomly selected by Iceland on May 23.

Samuel Robbins-Wells, Head of Category at Iceland said: “Unlike other brands, our V.I.C card is created with mums in mind. “We wanted to give back to the V.I.Cs who come to our stores for their weekly shop.

“As the home of many amazing partnerships and exclusives, all shoppers who visit us instore and online can make the most of the value we