B&Q will sell a million rolls of loft insulation at just £1 a roll in what it claims is an industry first.
B&Q chief executive, Euan Sutherland, announced the deal which started today in the Kingfisher owned chain's flagship eco-store in New Malden, south London.
The deal began today, (February 11), only at the New Malden store - as part of its official opening - and will be available from all B&Q outlets from this Friday.
Mr Sutherland told diyweek.net: "We got a lot of attention when we started selling the rolls for £10 each.
"Now, as far as I'm aware this is the first time ever a roll of loft insulation has been sold for £1."
However, the deal will only last as long as the million rolls.
The rolls will be £1 and come in packs of 3, which will mean a cost of 61.3p per metre and should, according to the store, allow the average home to be insulated for under £25 and saving on average £200 a year on heating bills.
The scheme is backed by the Government's Carbon Emissions Reduction Target (CERT) scheme and is meant only for the general public.