The Grocer Gold Awards 2025: Iceland Food Club wins Social Impact Initiative of the Year

Winner: Iceland Foods - Iceland Food Club

Millions of low-income families in the UK struggle to afford food – forcing them into the hands of high-cost payday lenders or even illegal loan sharks.

The Iceland Food Club addresses this social issue head on with interest-free microloans of £25-£100 specifically for grocery shopping.

Launched in 2022, Iceland expanded the scheme in winter 2024 and this year commissioned an independent social impact report.

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The report revealed incredible results: 74% of Food Club users moved away from high-cost credit , while every £1 invested in the initiative generated £58 in social value.

Judges praised the way the retailer “used a strong understanding of its core shopper to tailor the programme”.

Another said “they’ve really done their homework to ensure this is truly ethical and effective”.

Shortlisted:

• Aduna Superfoods - #MakeBaobabFamous: Organic Superfood Blends
• Ahmad Tea - Hand Picked Profit Shared
• Co-op - Fighting To Save Our Communities from Retail Crime
• Iceland Foods - Iceland Food Club
• Jamie Oliver - Ministry of Food 10 Skills School Programme
• Sainsbury’s - Nourish the Nation partnership with Comic Relief
• The Jolly Hog - Jolly Good Deeds
• Tony’s Chocolonely - Tony’s Open Chain