Iceland
Range: Luxury | Launched: 2012 | No. of SKUs now: 178 | How has it evolved? Two years ago, Iceland became the first and only UK supermarket to achieve the Craft Guild of Chefs accreditation, with a number of its Luxury range products receiving the honour. Last year, the range expanded from 72 to 129 products, and, backed by its ‘Power of Frozen’ ads, it increased category sales and attracted new, affluent shoppers. It also won the Own Label Range of the Year trophy at The Grocer Gold Awards this year, while its development kitchen won Consumer Initiative of the Year at the Golds in 2017.