QD Stores Alamy

Source: Alamy

Quality Discounts is finalising which stores will get the frozen range first

Value retailer Quality Discounts plans to add a frozen range to its food offering in stores.

The business, also known as QD Stores, currently has 30 outlets across the Midlands and east of England, selling homewares, garden and pet ranges, as well as ambient food and fmcg. The chain is part of a family-owned group that also includes Cherry Lane Garden Centres.

QD has been in talks with a supplier able to provide an extensive frozen food range, from meat, fish and veg to ready meals.

It is thought about six stores are likely to be involved in the initial trial, with the potential for a wider rollout.

“We have a plan to trial frozen foods in some of our stores and have been talking to various manufacturers and suppliers to learn as much as we can about the sales opportunities,” said QD group trading director James Collins.

“Currently we haven’t decided on which stores this will take place in but should finalise this in the next two to three weeks.”

After booming frozen food sales in lockdowns in 2021, the category held on to much of the growth last year, to be worth about £800m more than before the pandemic [Kantar 52 w/e 26 December 2021].

QD’s move will see it join bigger variety discounters Poundland, Home Bargains and B&M in benefiting from a frozen range.