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The website’s ‘faster than ever’ and ‘made for mobile’ according to Iceland

Iceland has launched a new website, promising faster shopping and a better experience on mobile phones.

A new pop-up box with predictive results allows users to add products to their basket before they’ve finished typing, while a favourites function lets shoppers save their repeat purchases.

There’s no longer any need to book a delivery slot before beginning to shop and more ways to pay have been introduced, including PayPal.

The website also has a simpler, less cluttered look, more aligned with Iceland’s store redesign programme.

It’s “faster than ever” and “made for mobile”, according to Iceland.

Read more: One-stop shop - what does the alliance of Iceland and The Range offer?

The Grocer revealed the new site was on the way last August, but the planned launch date of September was postponed.

Speaking to The Grocer ahead of the scheduled launch last year, Iceland Foods’ group managing director Tarsem Dhaliwal said: “We’re spending a lot of money on developing a new website which comes online in September for online trading.”

He added: “Our digital programme is going to be dictated from September onwards by the new website.”