Iceland offers ultimate convenience & value, delighting customers with interesting, one-off products

Iceland is the UKs leading specialist frozen food retailer. Currently, the brand has 900 stores across the nation, and 40 franchised stores in Europe. Improving perceptions of frozen food through the ‘Power of Frozen’ campaign, its aim is to delight customers with new and interesting lines not found in other supermarkets. By focusing on innovation, convenience and value, it aims to achieve long term profitable growth for the business, its shareholders, colleagues, charities and wide communities.

What sets Iceland apart from its competitors is its convenient offering. It provides easy to prepare frozen food within easy to shop, local stores. It also offers free home delivery for in-store purchases over £25. In its larger stores, it offers a bigger range of products with ample parking. Iceland has also prided itself on value, making sure they are equal or better in quality as major supermarkets, while also being cheaper.

The business started in 1970 in Oswestry, Shropshire, selling loose, frozen food. During the 80s, the brand had experienced significant growth, eventually floating on the Stock Exchange in 1984. Two years later, it made the history books. It became the first ever UK supermarket to remove artificial colours, flavourings and preservatives from its own brand of products.

By 1995, 752 stores had been established and by 2007, Iceland had achieved an operating profit of almost £100 million. They opened a further 70 stores across the UK with sales exceeding £2 billion for the very first time.

In 2012, Iceland achieved sales of over £2 billion and in the following year trialled a new online shopping service. At the time, the retailer also featured in ‘Life in the Freezer Cabinet’. This was a 3-part reality documentary exploring the day-to-day operations of the retailer.

In 2014, Iceland opened ‘The Food Warehouse’, one of the first of its bigger new concept stores. Just 3 years later, the brand was named ‘Best Online Supermarket in the UK’ while also topping the Grocers League Table of ‘Top 50 Independent Retailers’.

Further changes occurred in 2018, with the introduction of Iceland Food into ‘The Range’ stores. In 2019, Iceland was named the UKs top supermarket for customer satisfaction by the Customer Service Institute for the 2nd time. Then in 2021, 3,500 new jobs were created to meet COVID lockdown online shopping demand. The following year, Iceland was named the UKs best online supermarket in a Which? consumer survey.

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