All frozen and fresh vegetables normally costing £1 or under are part of the supermarket’s promotion.

Iceland closed cup mushrooms (300g), Iceland onions (1kg) and Iceland baby new potatoes with herb butter (360g) are among the 40 products available at the special discounted rate.

Shoppers just need to enter the code ICE1VEG to unlock the penny pricing.

However, as the deal is only available online a minimum spend of £35 is required and the supermarket doesn’t charge for delivery.

Therefore, it’s could offer worthwhile savings for households that were already planning to do a big shop ahead of Easter.

The vegetable sale is running until 11pm on Thursday 14 April.

Richard Walker, managing director at Iceland, said: “If we can help people who are feeling the pinch right now to save a few vital pennies while enjoying the same amazing quality of vegetables, then we’ll have done our job of being the supermarket that shoppers can rely on.”