Iceland has signed up Bruno Brookes' company Immedia Broadcasting to provide a dedicated radio station at 30 stores.
The station, Iceland Live, is aimed squarely at the retailer's core customer base of mums. As well as music, news and sport, the station advertises product and provides nutritional information to shoppers.
It will also be used as an internal communications tool for staff so that they get a better understanding of the business.
Immedia Broadcasting chief executive and former Radio 1 disc jockey Brookes said: 'Iceland Live sounds extremely different to anything else we've done. All the presenters are female, young mums, fitting in with Iceland's mums are heroes campaign. They understand Iceland and relate to the shoppers.'
Iceland marketing director Nick Canning said: 'We have developed this initiative to meet the changing profile of today's shopper. We are providing important advice on quick and nutritional meals.
'Our objective is to inform and educate staff, and enhance the shopping experience. The station will support staff in keeping customers up to date on products and promotions.'
Iceland Live may be rolled out to the rest of the estate if the store trials are successful. Immedia also broadcasts to Dixons, Lloydspharmacy and Londis shops in the UK.