Iceland, UK’s largest frozen food chain, has opened a new concept store under the brand Swift. The aim is to sell fresh food along with frozen products, thus competing against other retailers such as Sainsbury’s.
The first store is located in Newcastle will feature around 3.000 products and will be open seven days a week.
According to Iceland representatives, Swift “breaks down the traditional barriers between frozen and chilled food to provide a complete range of meal solutions”. If the first store shows promising results, the frozen food chain could roll expand the concept to almost 1.000 sites around the UK.