Wilko has brought frozen foods into its stores for the first time with freezers packed with Iceland products currently being trialled at its newly opened St Albans and Rotherham stores.
The discount chain’s new frozen food offer sits alongside its ambient food, which includes confectionery and snacking, as well as a chilled lunches.
Wilko stablemate The Range, which is also owned CDS Superstores, already has an existing partnership with Iceland which suppliers frozen foods to the value chain.
CDS Superstores chief executive Alex Simpkin told Retail Gazette: “For our Wilko roll-out we’ve been keen to trial lots of new additions to enhance the shopper experience.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
“Our new stores in Rotherham and St Albans have a much larger food offer including the introduction of some Iceland product. There are natural synergies between the Wilko and Iceland customer bases, so this trial feels like a great opportunity to test new and exciting formats.”
Iceland Foods international and new business director Justin Addison said: “Iceland is proud of our partnership with CDS and we’re delighted that it has secured the future of the Wilko brand, with even more customers now able to access our fantastic products and exclusive brands.”
The Range first partnered with Iceland back in 2018, bringing a “shop-in-shop” format to three of its stores, before extending to 113 branches.
The discount retailer has been steadily reopening Wilko stores, with Poole in Dorset, its sixth location, its next shop to open.
Click here to sign up to Retail Gazette‘s free daily email newsletter
