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Iceland - The Frozen Food Experts Close Window

‘Dana’s experience and creativity has been invaluable in bringing projects to a successful conclusion.’

Mike Coupe
Iceland
Managing Director
Iceland

The Brief:

  • Sales of frozen food are declining.


  • Research showed a desire for quick and easy frozen solutions for the family.


  • The target was to establish Iceland as ‘The Frozen Food Experts’ and grow frozen sales as well as increasing fresh sales.

The Results:

  • Customer research - the store was easier to shop and the team very friendly.


  • Launched ‘that’s why Mums go to Iceland’.


  • The co location of chilled and frozen created growth in both.


  • Growth in high margin categories was exceptional: frozen vegetables up 100%.
Iceland