In a bold and playful move that has captured national attention, Iceland supermarket has publicly extended a "cheeky" offer to supply McDonald's with hash browns, aiming to address growing concerns over rising breakfast costs for British consumers. The supermarket's proposal comes as a direct response to widespread public outcry regarding the price of a single hash brown at the fast-food giant, which has reportedly soared to as high as £1.99 in certain locations.
A Matter of National Importance
On Friday, 23 January 2026, Iceland officially reached out to McDonald's with an open letter addressed to Ronald McDonald, the chain's iconic mascot. The supermarket highlighted the stark contrast in pricing, noting that it sells a bag of 20 hash browns for just £2, while a single item at McDonald's can cost nearly the same amount. An Iceland spokesperson described the situation as a "matter of national importance," emphasising that they would be "more than happy" to supply the chain at the same value prices offered to their own retail customers to help lower breakfast costs.
Social Media Campaign and Public Reaction
The offer was shared widely across Iceland's social media channels, where it playfully suggested that "no one should start their day negotiating with their wallet." The message urged the "Maccies gang" to collaborate for the sake of "national morale and breakfast peace." This initiative has resonated strongly with McDonald's fans, many of whom have taken to social media to express their frustration, labelling the £1.99 charge as "bonkers" and "too far." Customers have noted that what was once a staple of a cheap breakfast is now becoming an unaffordable luxury for some.
McDonald's Response and Pricing Variations
In response to the controversy, a spokesperson for McDonald's clarified that a significant proportion of its restaurants are owned and operated by franchisees, who set their own prices independently. This business model leads to the price variations observed across different branches, with some locations charging £1.99 and others maintaining a price of £1.69. However, even this lower figure represents a substantial increase from the historical "99p" or "saver menu" pricing that many long-time customers fondly remember.
Broader Context and Industry Changes
This "hash brown war" unfolds against a backdrop of broader changes affecting McDonald's customers. MoneySavingExpert has issued a warning that from 17 March 2026, the number of rewards points required to claim a free hash brown will increase from 1,500 to 2,000, adding another layer to the cost concerns. Beyond the breakfast menu, McDonald's has confirmed the launch of a new "secret" menu for 2026, featuring items like the "Chicken Cheeseburger" and the "Big Arch." However, these additions have done little to quell the ongoing debate over the rising cost of core value items, highlighting a growing tension between innovation and affordability in the fast-food sector.
The public exchange between Iceland and McDonald's underscores a wider issue of food price inflation and consumer sensitivity to value in the current economic climate. As supermarkets and fast-food chains navigate these challenges, such playful yet pointed offers may become more common in the competitive retail landscape.
