Iceland Foods Ltd

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Group of pledges:


Annual Update:

Submitted: 24 April, 2014

Further information on Fruit and Vegetable promotion- April 2012-13 update

- In the last 12 months Iceland successfully launched a "Love Produce" campaign across all Iceland stores. This involved a programme of staff engagement to improve quality, increase the prominence of produce in-store and this resulted in a significant uplift in sales. There was also an emphasis on bigger packs offering better value.

- The packaging for all Iceland frozen vegetables has recently been redesigned, along with point of sale material, continuing our on-going promotion of frozen vegetables within the diet.

- Money off coupons for produce have been given at the till to customers participating in our Bonus Card loyalty scheme .

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