DIY chain could instigate another price war after announcing a four-day extravaganza, with triple packs of insulation offered at £2.50.
The promotion, dubbed B&Q's 'best ever deal on insulation', follows a similar move by the retailer last February, when it slashed the price of loft insulation to £1 a roll to mark the opening of its New Malden store.

Focus DIY followed suit, sparking a loft insulation price war. The following month, both retailers slashed the price of Knauf's Space Blanket loft insulation, with Focus running a four-day 'buy one, get three free' promotion.

The price war was criticised by the Builders' Merchants Federation (BMF) and described as 'loss leading'. The federation added that, while the deal was aimed at homeowners, there was nothing to stop tradesmen from stocking up on the cut-price insulation, leaving merchants struggling to shift their stock.

The latest B&Q promotion will run from Friday, February 19 to Monday, February 22, with triple packs of its own-brand DIY loft insulation on sale for £2.50 - equating to just 84p a roll.

B&Q director of building commented: "We've just experienced the worst cold snap for many years and with money tight people are looking for ways to keep warm and save money. This is the firs time ever a roll of loft insulation has been sold for £0.89p at B&Q so it's never been cheaper to do the single most effective thing you can do to green up your home and save money."

The move ties in with B&Q's latest partnership with Virgin Money, designed to get homeowners to see the financial benefits of insulating their houses. The campaign, part of the Prince of Wales' Start Initiative, saw Virgin founder Sir Richard Branson and Euan Sutherland, ceo of Kingfisher UK and B&Q, lend a helping hand in insulating a London couple's loft last week.