British Gas owner Centrica hopes a scheme to offer free electricity on Saturdays will encourage households to use electrical appliances at the weekend, when industrial demand is lower.
The development came as Centrica hinted at further price rises as British Gas announced profits from its residential arm rose by 3.2 percent, thanks to the freezing spring weather.
Earnings increased to £356 million during the first half of 2013, as the company cashed in on the bitterly cold temperatures after raising tariffs six percent at the end of last year
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Another cold, frosty and foggy night for many. Northern and western areas will see thickening cloud, patchy rain and milder temperatures.
Temperatures have already plunged to -12C in some parts of the UK this winter - but Thursday could be the coldest day yet.