The Iceland supermarket chain has been criticised for selling bottles of cider that contain more than a week’s alcohol allowance for only £2.75 .

According to today’s Mail on Sunday, Iceland sells bottles of Frosty Jack’s which contain 22.5 units of alcohol, which is more than the 21 per week limit for a woman. The limit for men is 28.

A three-litre bottle of Frosty Jack costs less than the price of a pint in most pubs and is a cheaper way of getting drunk than any of the super-strength lagers and some brands of vodka.

Since the beginning of the smoking ban, supermarkets have met the demand for home drinking by cutting the price of beer, wine and spirits to below cost price, despite many calls for an end to the tactic, and Labour has failed to introduce minimum prices for alcohol, despite there being as many as 40,000 drinkers who die every year as a result of binge drinking.

Frosty Jack Cider contains 7.5% cent alcohol, and works out at 12p for every unit, and is advertised to young people using the slogan: “Until you’ve tried it, you don’t know Jack!”

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 claimed that it was being responsible by limiting the amount customers are allowed to buy at one time to 36 litres, which is more than 60 pints and 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.”