FEATURE1 August 2018

Changing perceptions of Iceland

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Features Impact Retail Trends UK

Frozen-food retailer Iceland is investing in quality products and pushing new messaging to move on from the ‘Mum’s gone to Iceland’ era. Jane Simms talks to the company about how market research has identified shoppers’ needs.

Argentinian, wild-caught red shrimp, Canadian lobster tails, scallops wrapped in bacon, venison burgers – it sounds like a barbecue made in heaven. Particularly if it’s washed down with a bottle of Nicolas Feuillatte Champagne Brut – a snip ...