Poundland is pushing ahead with the rollout of its chilled and frozen food range which is set to pass the 200-store mark in the next few weeks.
More than 170 stores of its stores been converted to feature the offer since the first pilot in 2019. Phase 4 of the rollout, known internally as Project Diamond Ice, is underway this month with another 37 stores getting the new ‘shop-in-shops’.
The 200th store is set to be at a Poundland on the Flintshire Retail Park in Flint, North Wales, just a few miles from the head office of Iceland Foods.
That will put Poundland on track to have chilled and frozen food in 250 of its stores by the autumn and as many as 500 within two years.
Items in the range include everyday meals and snacks, including ready meals, pizzas and pies, as well as frozen desserts and ice cream.
The value-oriented retailer is introducing new trolleys and belted checkouts in some of its larger stores to make the checkout experience easier for customers wanting a larger grocery store-style shop.
Austin Cooke, retail and transformation director, said: “To bring chilled and frozen food to more than 200 stores in such a short time frame is a tremendous achievement.
“Customers tell us that they love the ranges, the famous brands, and say the prices are amazing. That’s why we’re pushing hard to keep going as quickly as we can so that we can bring even more choice and value where our customers want it most.”
Poundland’s chilled and frozen food programme was accelerated following the acquisition of Fultons Foods in October last year as part of a £25m investment over two years, including expansion at Fultons’ distribution centre in Barnsley and Poundland’s distribution centre in Harlow, Essex.
NAM Implications:
- A not unexpected given the rapid growth in grocery…
- …Poundland on track to have chilled and frozen food in 250 of its stores…
- …by the autumn and as many as 500 within two years.
- If you are in Frozen & Chilled, can you afford to be left outside watching this development?
