Poundland is expanding its offer of frozen and chilled food ‘shop-in-shops’ across 60 stores in a bid to cash in on the growing food-to-go market.
The value retailer will roll out the offer, which includes 400 items from frozen fish to luxury yoghurt, to 20 stores this month and a further 40 by June.
Branches in locations including Nottingham, Gateshead and Bradford will see the retailer’s extended range of frozen and chilled food offer introduced after a successful pilot at five stores in Derbyshire and Yorkshire.
The retailer said its frozen food offer will focus on convenient everyday meals, while its chilled categories will focus on ‘eat soon’ and food-to-go options.
This is the latest in a series of initiatives launched by Poundland to widen its product range and reduce its reliance on its previous single-price proposition. The value retailer has introduced Pep&Co fashion ranges across 300 of its 850-strong store estate and has also trialled homewares ranges in-store.
Poundland’s managing director Barry Williams said: “We’re here to bring customers more of what they love, and frozen and chilled food is high on their list.
“It’s clear from our five-store pilot that customers have given a warm welcome to our Project Ice offer that brings our promise of amazing value to more of what they buy, week in, week out.”
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