Iceland Foods has rolled out new staff uniforms for the first time since 2019.
Described as a “significant investment in people”, the three new uniforms – for Iceland, Food Warehouse and delivery drivers – had been designed with “comfort, style and practicality in mind”, while in keeping with the supermarket’s brand identity, it said.
Red is much more prevalent on on the new Iceland store staff polo shirts and fleeces than on the previous grey version with red trim.
Food Warehouse colleagues will wear the same design, in blue. To ensure it is more flexible, Iceland has replaced the traditional trousers worn by store staff with stretch jeans.
In keeping with the now more “functional theme”, Iceland’s growing network of delivery drivers will wear all-grey polo shirts with flashes of red or blue, cargo trousers and hoodies.
Store managers will wear black polo shirts, with Food Warehouse managers wearing the same in darker blue.
The uniforms have been rolled out to all stores and delivery vans over the past month.
The new uniform had taken three years to develop, based on feedback from Iceland staff. It was unveiled in a faux fashion shoot inspired video worn by real Iceland colleagues.
“This new uniform is a significant investment for our colleagues who love the new look and feel,” an Iceland spokeswoman told The Grocer.
“Iceland’s new uniform has been designed with comfort, style, and practicality in mind. The updated garments are non-iron, easy-care, and on-trend, available in both fitted and relaxed styles to suit individual preferences.
“To honour our brand identities, The Food Warehouse will continue to wear blue uniform while our Iceland colleagues will remain in red. The two uniforms feature the same design in different colourways, reflecting that we are one business, whilst celebrating our differences,” she added.
Iceland is the most recent supermarket to update its staff uniforms.
In October 2024, Asda began trialling its first major uniform change for over a decade. However, the update was eventually scrapped in June in order to provide funds for Allan Leighton’s turnaround plan.
See the new uniforms in the gallery below:
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