// Poundland to move towards grocery market as it launches frozen & chilled food range
// The expansion programme will cover a number of towns and cities in the North & Midlands
Poundland is about to launch frozen and chilled foods at 60 “shop-in-shop” stores after a successful trial.
The discount retailer will roll out the initiative from March 10 following a successful pilot in five Derbyshire and Yorkshire stores.
Poundland said it received customer approval after selling products ranging from luxury yogurts to frozen fish.
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It said almost one in 10 stores would “benefit” from the expansion, which has seen Poundland partner with frozen food specialist Fulton Foods.
The expansion programme will cover a number of towns and cities in the North and Midlands, with the first stores to receive the changes in Gateshead, Hartlepool, Sunderland and Nottingham.
Dubbed “Project Ice”, Poundland expects to open the first 20 shop-in-shops by the end of this month and the other 40 by early June as it offers customers access to the estimated £20 billion UK chilled and frozen food market in stores for the first time.
“We’re here to bring customers more of what they love, and frozen and chilled food is high on their list,” Poundland managing director Barry Williams said.
“It’s clear from our five-store pilot that customers have given a warm welcome to our Project Ice offer that brings our promise of amazing value to more of what they buy, week-in, week-out.”
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