In pictures: Poundland makes grocery push as it launches frozen food pilot

Poundland, Ashbourne

Poundland has rolled out a fresh and frozen food range comprising 350 new product lines at it Ashbourne store in Derbyshire in a bid to get shoppers to do their full weekly shops with the retailer.

The value retailer has launched the pilot, which will sell fresh and frozen products from brands including Lurpak, Cathedral City, Birds Eye and Aunt Bessies at its Ashbourne branch, with a rollout slated for four more stores next month.

The retailer has teamed up with specialist retailer Fulton’s Foods to supply the produce for the trial, which will span products ranging from frozen pizza to fresh vegetables.

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