British Discount Retailer Starts Trialing Frozen Food


Variety store chain Poundland is giving frozen food a go, reports SomersetLive. The company has rolled out 350 new bargain product lines in a bid to capitalize on frozen food’s rising momentum.

The discount retailer’s Ashbourne branch in Derbyshire has become the first in the country to be singled out for a revamp to accommodate new freezers and fridges. The store in question was chosen for its portfolio of more than 800 products, its size and the gap available in the local market. The trial will reportedly be extended to four more stores at the beginning of next month.

According to the report, Poundland’s frozen food range includes products such as Bernard Matthews chicken breasts and Birds Eye cod fillets, as well as other popular brands including Aunt Bessies, McCain and Young’s.

If the trial proves to be successful, the frozen range could roll out in 200 of Poundland’s 850 stores down the line.

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