Iceland has introduced a “restaurant-quality” range of frozen prepared foods into 100 stores in the run up to Christmas after a successful trial with the products at its store in Sudbury.
Recently refurbished stores have been chosen to sell the 14-item Dine range, which could roll out to more of the retailer’s 760 outlets if it proves popular.
The products were developed after Iceland’s consumer research showed a demand for the convenience of pre-prepared meals but with longer
use-by dates than chilled. The 11 meals and accompaniments and three desserts come in transparent packaging so customers can see the foods that are on offer.
Frozen category manager Steph Shayle said: “Because we are predominantly frozen, we have not gone for a top-tier range before.
“We are trying to do something different in frozen, taking some of the good aspects of chilled such as quality recipes and packaging.”