A man was left "embarrassed" by a promotional offer he claims was "utterly misleading" at an Iceland store. 

Ken Ford from Eastleigh was in the town’s Iceland supermarket when he discovered an apparent deal on mince pies.

The signage appeared to promote an offer of “buy three, get one free”, but when Ken got to the checkout, he was aghast at being charged full price.

The budget supermarket has now said they are launching a review of the signage.

“It’s totally and utterly misleading because it definitely says buy three, get one free,” Ken said.

“But the manageress said to me that the deal applied to the products on the left of the signage, not the mince pies that were on the right.”

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Ken said that he was told that the signage was laid out in that manner because Iceland employees had been given display instructions by “head office.”

The Eastleigh resident said: “It was really quite embarrassing getting to the checkout and holding up the queue to have an argument, because it was a totally different price.”

Iceland have said they are reviewing the signage after Ken's complaint.Iceland have said they are reviewing the signage after Ken's complaint. (Image: CWAC) Iceland price their packs of six mince pies at £1.45, but Ken affirmed that he was not angry about the price itself, just the fact that he was misled.

“The price of a mince pie is neither here nor there,” Ken explained.

“But when you’re being made to feel like an idiot by staff, that’s when it gets embarrassing."

Ken took his complaint to Iceland’s customer care team who are now looking into the incident.

The shopper said: “I have had a phone call from Iceland which was very positive and productive.

“I don’t want any of the staff to be disciplined, it was never about that, just about lessons being learnt going forward.”

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An Iceland spokesperson said: “We value customer feedback and apologise for any confusion caused by the promotional display at our Eastleigh store.

“We are reviewing the signage to ensure our promotions are clearly displayed and are in touch with the customer affected to rectify."