// Iceland to launch a new Swift convenience store concept this week
// The first site to open up in a converted Iceland site at Longbenton in Newcastle
// Iceland had registered the Swift name as a trademark last year
Iceland is reportedly set to launch a new convenience store format called Swift, with the first site opening later this week.
It comes after Iceland managing director tweeted a picture of himself outside a store with the Swift logo emblazoned on it, as well on his face mask.
The Swift fascia also already has its own Twitter account via @swiftstoresuk, although no tweets have been posted as yet and its bio only says “coming soon”.
An exciting week ahead… pic.twitter.com/eJ0XbxD0lY
— Richard Walker (@icelandrichard) March 15, 2021
Information about the new Swift concept is limited, although the first store is reportedly going to open up in a converted Iceland site at Longbenton in Newcastle on Thursday.
An Iceland spokeswoman said the new Swift stores are “entirely new” the range of items it sells will cover “the full spectrum of grocery” from frozen and fresh to food-to-go, alcohol and tobacco.
Iceland head of space and format development Matt Downes said: “This is a really exciting trial of a completely new concept that we think will be ideally suited to this high-traffic location.
“We believe the much wider range on offer, Swift’s commitment to faster and easier shopping, and the leveraging of group buying power to ensure great value, will all make this a convenience store with outstanding customer appeal.
Iceland had also registered the Swift trademark last year, but at the time it led to speculation the frozen food retailer was planning a new rapid delivery service.