A cold war could soon be heating up in a north Wales town as former Iceland chairman Malcolm Walker goes head to head with the company he founded. The first Cooltrader frozen food store opened in Wrexham this week, close to Iceland's headquarters in Deeside, way ahead of its expected opening date in mid August. Walker told The Grocer: "We managed to get everything ready quite a lot earlier than we thought." He said the 2,500 sq ft store, which will be selling mainly frozen food with a small amount of groceries and chilled, was fitted out to a high standard and was structured in a way that would keep overheads low. Walker said the store would follow an Every Day Low Pricing strategy: "We've got no special offers, no free gifts, no buy-one-get-one-frees, no bonus points ­ just amazingly low prices." The store, which has created 13 new jobs, was opened by a Tom Jones lookalike. When Walker's plans were revealed (The Grocer, June 30, p10) he said that the store would be the first in a chain, although he denied that he was "empire building" again. {{NEWS }}