Iceland trials new store concept in London

Supermarket chain Iceland is trialling a new store concept in and around the London area, with all design work created in-house. Called Iceland Extra, it comprises an additional range of products to fit in with the needs of the local community.

“We haven’t used any outside consultancies because nothing is set in concrete at present,” says an Iceland spokeswoman.

The concept is being trialled in nine London stores, as well as the store on site at Iceland’s head office at Deeside, North Wales.

“As well as the normal frozen foods, Iceland Extra stores will be offering a range of fresh vegetables, freshly baked bread, fresh meat and poultry, sandwiches and a wider range of toiletries. In some stores there’s also a take-away section,” says the spokeswoman.

The new logo shows the existing white Iceland logo with Extra written in green script. The new logo is the work of Iceland design studio manager Judith Bryant. Iceland Extra’s store layout is slightly different, to accommodate the new range of goods.

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