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Iceland under fire as supermarket sells 22 units of cider for just £2.75



By Daniel Bates

Last updated at 11:46 PM on 27th February 2010





Frosty Jack's contains 22.5 units of alcohol


A major supermarket chain has come under fire for selling bottles of cider for £2.75 that contain more than a week’s alcohol allowance.


Iceland sells bottles of Frosty Jack’s which contain 22.5 units of alcohol – above the 21 per week limit for a woman. The limit for men is 28.


The three-litre bottle costs less than a pint in the pub and is a cheaper way of getting drunk than all the available ‘super-strength’ lagers and some brands of vodka.


Iceland insists it is only copying other supermarkets, but critics savaged it for selling a powerful cider at ‘pocket-money prices’.


Since the smoking ban, supermarkets have ruthlessly fuelled demand for home drinking by slashing beer, wine and spirits below cost price.


Police chiefs, ministers, doctors and crime victims have all demanded a halt to the ‘deplorable and highly irresponsible’ tactic.


But Labour has dithered and plans to introduce minimum prices were slapped down by Gordon Brown.


As many as 40,000 drinkers die every year as a result of Britain’s binge-drinking crisis.


Frosty Jack’s, which at 7.5 per cent alcohol works out at 12p per unit, is cynically marketed at young people with the slogan: ‘Until you’ve tried it, you don’t know Jack!’


In comparison, Special Brew costs £4.98 for four nine per cent cans, which is equivalent to 16 units.


Don Shenker, of Alcohol Concern, said: ‘Alcohol-related health costs and crimes are increasing every year as a direct result of cheap alcohol products targeted at young heavy drinkers and this is another example of irresponsible alcohol promotion by supermarkets.’


Iceland said it was being responsible by limiting the amount customers can buy at one time to 36 litres – more than 60 pints.


A spokesman said: ‘Frosty Jack’s is priced in line with the market place and we operate a policy of challenging anyone who may be under 25 to minimise the risk of consumption by a minor.’

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