// Iceland unveils new ‘Iceland Local’ convenience format

// The frozen food specialist said it plans to open more “in the months ahead”

Iceland has opened the first of its ‘Iceland Local’ convenience format with plans to roll out the concept further in the coming months.

The new space opened inside a Costcutter store on a Texaco garage forecourt, owned by SGN Retail, in Wolverhampton on 31 March, according to The Grocer.

Iceland Local supplies a large selection of the retailer’s frozen goods in the store which sit alongside products supplied by Costcutter.

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Customers will be able to shop the frozen food retailer’s own label range and own-brand partnerships when refueling their vehicle.

Iceland international and wholesale director Justin Addison said: “Iceland Local will make our unique range of frozen, chilled, fresh and grocery products available to customers in a completely new type of location, complementing our 1,000 company-owned Iceland and The Food Warehouse stores on the nation’s high streets and retail parks.

“Iceland Local gives customers an exciting new opportunity to pick up our food while they are refuelling, and we have already have plans to roll out the concept with further openings in the months ahead.”

The new format is the retailer’s second move into the convenience sector, joining its Swift convenience store model it launched in 2021.

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