Iceland introduces 'revolutionary' trolley that could 'change how we shop forever'

Iceland has introduced a huge change to stores that means customers can exercise while they shop. The supermarket has bought the world’s first dumbbell shopping basket and trolley sledge, set to turn shopping trips into gym workouts.

According to new research from Iceland Foods, almost half of Brits (48%) are concerned about their fitness levels. Nearly a third (31%) wish they had more time to go to the gym.

As a result, Iceland has introduced a first-of-its-kind prototype that could help millions of Brits achieve their fitness goals —all while they complete their weekly shop. According to Iceland's study, 37% of Brits set themselves a personal health goal for the new year.

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More than half (56%) said that if they could workout whilst they shopped, they would. So, the supermarket has made it a reality.

Iceland has created the world’s first dumbbell shopping basket, weighing 15kg, designed so that shoppers can pump iron while stocking up on their groceries. The frozen food retailer has also introduced a sledge trolley, weighing 25kg, designed to push goal-focused shoppers to their limits.

Upon hearing the news of the inventions, half of Brits (50%) that do a regular weekly supermarket shop said they would use it. Paul Dhaliwal, Chief Commercial Officer at Iceland Foods said: “It’s time for that ‘new year, new you’ mantra.

"In all honesty, though, most people don’t have the time or just simply don’t like going to the gym. Therefore, we have incorporated the gym workout into the weekly shop and listening to shopper feedback, it’s something that could change the way we shop forever.”

Iceland’s research also found that one fifth of Brits (20%) say their weekly shop is their only workout of the week. Four in 10 (42%) find gyms intimidating, and a further 37% say they feel awkward when in them.

Over third (35%) also say that other gym users put them off going. Meanwhile, 41% say that they would prefer to get their workouts done by completing everyday tasks.

The gym-inspired shopping equipment was revealed to coincide with the launch of the new protein-packed products from Myprotein. The range includes a Chicken and Beef Burrito Bowl, Chinese Banquet and BBQ Chicken and Chorizo Lasagne – with prices starting from just £3.00.