Poundland has revealed that it is introducing its new chilled and frozen food offer to 26 more stores during the current lockdown period.
The discounter launched the extensive shop-in-shop food offer last year in conjunction with Fulton Foods. Up to six stores a week are now set to be installed with chiller and freezer cabinets by early December in what is internally called Project Diamond Ice.
Phase two of the project began in October to bring the ranges to another 40-plus Poundland stores by Christmas, in addition to the 70-plus stores that were converted by September. The group is now accelerating roll-out in November and December following its acquisition of Fultons Foods in October.
Karen Rees, Managing Director of Fultons, Poundland’s new chilled and frozen food arm, said: “Poundland and Fultons colleagues are working closely together to bring the new ranges to more stores by December as part of the Diamond Ice rollout and we’ll continue working during the new lockdown.
“As an essential retailer we know how much customers appreciate being able to do more of their shopping under one roof. We look forward to welcoming them to our revamped stores, helping them manage challenging times.”
When it announced the Fultons deal, Poundland said it wanted to roll-out the food offer to a further 150 stores in its 2021/22 financial year and to as many as 500 stores over the next two years, making it an “increasingly significant player” in the near-£20bn chilled and frozen food market.
NAM Implications:
- Anticipate a no-brainer roll-out as fast as it can be handled.
- (with you in close pursuit, hopefully…)
