Iceland Ventures Into Convenience Retail With 'Swift'

Frozen foods retailer Iceland has launched a new retail banner Swift, which marks its entry into the convenience stores segment.

The retailer opened its first Swift store at the former Iceland Four Lane Ends site in Benton in Newcastle.

The outlet is part of a trial project designed to offer a simple, easy-to-shop food store with a special focus on quick service and fresh and local products.

The store will offer nearly 3,000 products ranging from grocery to chilled, fresh, frozen food, as well as alcohol, cigarettes and tobacco, and food-to-go.

The novel layout of this 1,700 square-foot store breaks down the traditional barriers between frozen and chilled food to offer a complete range of meal solutions, with attractive lunch and dinner meal deals every day, Iceland added.

'Exciting Concept'

Head of space and format development at Iceland, Matt Downes, said, “Today’s launch is the start of a really exciting concept and we are thrilled to be opening our first site in Newcastle.

“The store is located on a very busy road, next to a major Metro hub with free parking outside: it seemed the perfect location for a convenience store trial.”

Iceland has transferred 12 employees and the manager of the previous store in this location to run the new outlet.

The store’s innovative design includes vertical refrigeration on every wall, among other features.

Bigger And Better

Swift aims to offer a bigger and better shopping experience with thousands of products to choose from.

Richard Walker, managing director at Iceland, said, “Swift has a focus on being fast, fresh and local. Our last ‘one store trial’ of a new store format was The Food Warehouse in 2014, and we now have 140 stores.

“If this trial resonates with consumers, there is potential to expand it both within the existing Iceland store estate and beyond to expand our existing network of stores in almost 1000 communities across the UK.”