Wilko to sell Iceland food in more stores after successful trial

Wilko to sell Iceland food in more stores after successful trial
-Credit: (Image: Mike Kemp/Getty Images)


Wilko has kicked off a new initiative in select stores, with an eye on expanding the service nationwide. As part of a trial the high street chain has introduced food freezers, akin to those seen in The Range, at two of its locations.

These freezers come filled with an assortment of Iceland supermarket offerings, featuring brands such as TGI Fridays, Greggs, and Slimming World. Following the trial's success, Wilko has announced intentions to broaden its frozen food range to more shops.

The Wilko stores in Exeter, Luton, and Plymouth are now showcasing Iceland's frozen food selection, and the upcoming Wilko outlet in Poole is set to include this feature upon opening later in the year. St Albans and Rotherham were the initial stores to undergo the trial.

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This joint venture between Wilko and Iceland comes after Iceland's previous collaboration with The Range, which falls under the umbrella of CDS supermarkets. Alex Simpkin, CEO of CDS, said: "For our Wilko roll-out we've been keen to trial lots of new additions to enhance the shopper experience. Alongside all the great products our Wilko customers know and love we've added even more lines (over 20%), new services (key cutting, carpet cleaner hire and paint mixing) and have expanded categories including food.", reports the Mirror.

"Our new stores in Rotherham and St Albans have a much larger food offer including the introduction of some Iceland products. 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."

Justin Addison, International and New Business Director at Iceland Foods, added: "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."

Moreover, Wilko has introduced a grocery section to its website, accessible through click and collect. Customers can purchase a wide array of items such as canned goods, pasta and noodles, condiments, spreads, and baking ingredients.

Wilko's grocery section does not require a minimum spend and patrons can select the store from which they wish to collect their shopping. Numerous Wilko outlets had shut down last year following the collapse of numerous rescue deals.

This year saw Wilko's brand and intellectual property acquired by The Range, leading to the re-launch and re-opening of stores.