// Iceland to extend Swift convenience store format to London
// Swift carries a full grocery range spanning ambient, chilled, fresh and frozen products
Iceland has revealed plans to roll out its Swift convenience store format to London as it seeks further locations for store openings.
The retailer opened Swift as a single-store pilot in Newcastle last spring and is now looking to extend to four more stores in London over the next few months.
Swift carries a full grocery range spanning ambient, chilled, fresh and frozen products, but with more focus on food for now or later today than an Iceland supermarket, along with alcohol, cigarettes and tobacco.
READ MORE: Iceland expands Uber Eats speedy delivery to 200 more stores
The initiatives comes as Iceland looks to shift its focus from its core supermarket estate.
In October, Iceland said The Food Warehouse was the focus of growth and expansion for the retailer.
This came after The Food Warehouse reported better like-for-like sales performance and a more efficient format than core stores.
The existing Swift store is a 1700sq ft former Iceland in a busy parade near Longbenton Metro station.
Click here to sign up to Retail Gazette‘s free daily email newsletter
