Our Strategy

Iceland is a unique British business, focused on frozen food, innovation, convenience and value. Our strategy aims to leverage these well-established strengths to achieve long-term profitable growth for the benefit of our shareholders, colleagues, charities and the communities where we operate

Frozen Food

We are the UK’s leading specialist retailer in this category and we seek to capitalise on this key point of difference, while steadily improving consumer perceptions of frozen food through our “Power of Frozen” marketing campaign.


For many years we have led the UK market in frozen food innovation, under our own iconic brand, and we aim to continue delighting our customers with exciting new lines that they simply cannot buy anywhere else.


No one can match the convenience of the Iceland offer, combining:
• Frozen food – easy to prepare, with minimal waste
• Easy to shop local stores
• Free home delivery of in-store purchases over £25
• The UK’s best online shopping service
• The wider range of The Food Warehouse on retail parks with ample car parking


Iceland brand prices are benchmarked to ensure that we offer the same quality as the major supermarkets at a lower price, or better quality at a matching price.

Iceland Kitchen