>>How a shop at ICELAND for The Grocer 33 fares in comparison to the major multiples

Iceland in Clapham, south London, was revamped last May and now provides a full range of fresh and chilled foods alongside its traditional freezer lines.

Iceland’s nominal basket of £45.02 for The Grocer 33 included calculations for seven items that the chain does not offer as they appear on our list.

However, the store did have in stock a good range of alternative products. These included Kingsmill bread (800g) at 74p, or two for £1.19; Kellogg’s Corn Flakes sold in 750g packs for £1.64 and fresh penne pasta in 250g packs or filled tortellini at £1.49. Bacon was sold in packs of 10 rashers for £1.99 while Fairy washing-up liquid in 500ml was the Floral Breeze variant at 99p - Original was sold only in 1-litre bottles at £1.68. Persil came in packs of 18 tablets for £1.79 and there was a Jacob’s Creek Semillon Chardonnay for £4.99.

The store was clean and well-merchandised, and the aisles were free of stacking trolleys. Staff were helpful and offered to find items and our shopper was offered a free home delivery service - available to anyone who spends £20 or more in store.