Iceland has lifted the lid on plans to launch a new Swift convenience format as it bids to take a bigger slice of the lucrative food-to-go market.
The frozen food specialist will open its first Swift location in a former Iceland shop in Benton, Newcastle, on Thursday.
The store will offer almost 3,000 products – double the range stocked in the former Iceland store – covering “the full spectrum of grocery”, including fresh, frozen, chilled, food-to-go, alcohol and tobacco.
The Swift proposition will focus primarily on breakfast, lunch and dinner meal solutions.
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