Big Food Group - owner of the Iceland chain - has halted the roll-out of its 'freezer centre' store-type after a disappointing trial period.
'The freezer format needs some more development and we are going to put it (the roll-out) on hold until we get it right,' a spokesman said. But the grocer posted encouraging sales uplifts for three other pilot store-types.
Iceland like-for-likes were down 3.6 per cent for the 13-week Christmas period - an improving trend.
'We are pleased with the margins achieved and the momentum across the business,' said chief executive Bill Grimsey.