Iceland vs Morrisons
Real-time price comparison on 935 matching products
Iceland
£2.50 avg
Morrisons
£2.45 avg
Iceland is 0.3% cheaper than Morrisons
Based on 935 matching products
Price Comparison Summary
Detailed breakdown based on 935 identical products
Products Compared
935
Identical products available at both stores
Cheaper more often
328 / 935
products where Iceland is cheaper · 306 priced the same
Same basket at Iceland
£2,716
£2,723 at Morrisons
Difference on this basket
£7
0.3% across these 935 products
| Metric | Iceland | Morrisons | Difference |
|---|---|---|---|
| Same basket, 935 products | £2,716.00 | £2,723.11 | 0.3% |
| Typical price | £2.50 | £2.45 | median |
How We Compare
Our comparison is based on identical products (matched by barcode) available at both stores. We only compare products with valid prices and exclude promotional pricing to ensure fair comparison. Data is updated every 60 seconds.
Why “which is cheaper” is the wrong question
We priced the same 935 products at both stores. Iceland comes out cheaper overall. But that headline hides what actually matters: Morrisons is cheaper in 14 of 26 categories (54%).
Categories where each store has the lower median price
Where Morrisons beats Iceland
- Squash & Cordial — 10% cheaper
- Frozen Chips, Potatoes & Rice — 9% cheaper
- Hair Care — 7% cheaper
- Breakfast Cereals — 6% cheaper
- Ice Cream — 5% cheaper
- Crisps, Snacks & Nuts — 5% cheaper
No supermarket is cheapest for everyone. The cheapest shop depends entirely on what goes in your basket — someone buying mostly fresh produce and someone buying mostly frozen and household basics will get different answers, even in the same two stores.
Rather than picking a store and hoping, price your actual shopping list across Iceland, Morrisons and every other major UK supermarket at once — then buy where your basket is genuinely cheapest.
Compare your own basketWhere each store wins
Iceland and Morrisons each come out cheaper in different categories — which is why the right answer depends on what you buy
Crisps, Snacks & Nuts
69 products compared
IcelandMorrisonsDairy & Eggs
55 products compared
IcelandMorrisonsRice, Pasta & Pulses
53 products compared
IcelandMorrisonsFizzy Drinks
53 products compared
IcelandMorrisonsTable Sauces, Condiments & Dressings
53 products compared
IcelandMorrisonsTins & Cans
47 products compared
IcelandMorrisonsBreakfast Cereals
41 products compared
IcelandMorrisonsPets
38 products compared
IcelandMorrisonsCooking Sauces
37 products compared
IcelandMorrisonsTea, Coffee & Hot Drinks
37 products compared
IcelandMorrisonsChocolate & Sweets
36 products compared
IcelandMorrisonsBiscuits
32 products compared
IcelandMorrisonsIce Cream
30 products compared
IcelandMorrisonsHair Care
27 products compared
IcelandMorrisonsYoghurts
25 products compared
IcelandMorrisonsCooking Ingredients
24 products compared
IcelandMorrisonsEnergy, Sports & Health Drinks
19 products compared
IcelandMorrisonsBath, Shower & Soap
18 products compared
IcelandMorrisonsBread
15 products compared
IcelandMorrisonsJam, Spreads & Desserts
14 products compared
IcelandMorrisonsCleaning
14 products compared
IcelandMorrisonsFrozen Fish & Seafood
13 products compared
IcelandMorrisonsLaundry
12 products compared
IcelandMorrisonsFrozen Chips, Potatoes & Rice
12 products compared
IcelandMorrisonsSquash & Cordial
11 products compared
IcelandMorrisonsDental
10 products compared
IcelandMorrisonsCategory comparisons only include categories with at least 5 matching products for statistical accuracy. Average prices are calculated from identical products available at both stores.
Biggest price gaps
The same product, priced at both stores — where the difference is largest
| Product | Iceland | Morrisons | Difference |
|---|---|---|---|
| Diet Coke Soft Drink Cans 24 x 330 mLCoca Cola | £8.00 | £12.00 | £4.0050% cheaper at Iceland |
| Sprite Zero Sugar 24 x 330mlSprite | £8.00 | £12.00 | £4.0050% cheaper at Iceland |
| Fanta Orange 24 x 330ml CansFanta | £8.00 | £12.00 | £4.0050% cheaper at Iceland |
| Persil Wonder Wash Speed Clean Non Bio Laundry Detergent 31 WashPersil | £6.00 | £9.00 | £3.0050% cheaper at Iceland |
| IRN-BRU Sugar Free Soft DrinkBarr | £7.50 | £10.50 | £3.0040% cheaper at Iceland |
| Persil Laundry Washing Liquid Detergent Non Bio 53 WashesPersil | £10.00 | £7.00 | £3.0043% cheaper at Morrisons |
| IRN-BRU Regular Soft Drink Can Multipack 24x330mlBarr | £7.50 | £10.50 | £3.0040% cheaper at Iceland |
| IRN-BRU XtraBarr | £7.50 | £10.50 | £3.0040% cheaper at Iceland |
| Sudocrem Antiseptic Healing CreamSudocrem | £5.00 | £8.00 | £3.0060% cheaper at Iceland |
| Pura Refined Sunflower Oil 5LPura | £9.00 | £6.50 | £2.5039% cheaper at Morrisons |
| Smooth Roast Decaf Instant Coffee 190gCosta Coffee | £6.25 | £8.35 | £2.1034% cheaper at Iceland |
| Smooth Medium Blend Instant Coffee 190gCosta Coffee | £6.25 | £8.35 | £2.1034% cheaper at Iceland |
Excludes items under 50p and over £40, and differences above 60%, which are usually clearance lines or pricing errors rather than genuine savings.
Find out which is cheaper for your basket
Iceland and Morrisons each win different categories. Price your real shopping list across every major UK supermarket and shop where yours is cheapest.
Comparing more than two stores?
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FAQs
Grocefully is a smart grocery shopping app that automatically compares prices across all major UK supermarkets (Tesco, ASDA, Sainsbury's, Morrisons, etc.) and helps you buy from the cheapest stores. When you place an order, you authorise Grocefully to act as your purchasing agent — we place orders on your behalf at each supermarket, so you get the best prices without the hassle of managing multiple orders yourself.
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Our AI scans real-time prices from all supported supermarkets every time you shop. It finds exact matches or suitable alternatives for each item on your list, then automatically selects the cheapest option while considering delivery fees and minimum order requirements.
You can set brand preferences for any item. If you prefer specific brands, Grocefully will only compare prices for those brands. You can also allow substitutions for some items while keeping others fixed.
Grocefully shows you available delivery slots from each store and helps coordinate them. We optimize to get you the most convenient delivery times while maintaining the best prices.
Yes! You can link your loyalty cards from each supermarket and continue earning points on all your purchases. We'll automatically apply any available discounts.
We charge a simple 5% service fee on your total order value. For example, if your groceries cost £100, you'll pay £5 as a service fee. This covers our costs for finding you the best prices, handling multiple orders, and providing customer support.
Our users save up to 30% per shop. Even after the 5% service fee, you're still saving up to 25% on average. For a £100 shop, you could save up to £30 and pay £5 in fees, netting you up to £25 in savings!
The service fee is automatically calculated and shown before you complete your order. It's added to your total, so you only make one payment. No hidden charges or surprises.
Yes! Grocefully is completely free to download and use. You only pay the 5% service fee when you place an order. Browse, compare prices, and create shopping lists as much as you want without any charges.
No hidden fees! You pay the grocery prices (same as shopping directly), the stores' delivery fees (if any), and our 5% service fee. That's it. We believe in complete transparency.
If you're not happy with your savings, contact our support team. We'll review your order and if we didn't save you money (after accounting for our fee), we'll refund the service fee. Your satisfaction is our priority.
Yes, you can modify orders up until the supermarket's cut-off time (usually a few hours before delivery). Any changes are automatically synced across all your orders.
If an item is out of stock, we'll automatically find the next cheapest option from another store or suggest a suitable replacement. You can set preferences for how you want us to handle substitutions.
Since you're purchasing directly from each supermarket (with Grocefully acting as your agent), refunds for grocery items are subject to each supermarket's policies. For issues with groceries, we'll coordinate with the relevant supermarket on your behalf. For our service fee, we offer a money-back guarantee if we didn't save you money.
Our customer support team is here to help resolve any issues. We'll coordinate with the relevant supermarket on your behalf to get the issue resolved as quickly as possible.