Healthier choices

Frozen food

In 2018, we worked hard to reformulate our own label ice cream range to reduce its sugar content by 200 tonnes.

We dedicate a huge proportion of our store space to frozen fish, vegetables and fruit, and we are striving to comply with targets from Public Health England on reducing fat, salt and sugar in our food.

Fresh produce in supermarkets

Iceland has also partnered with the University of Southampton since 2016 and has embarked on an NHS funded trial on the positioning of fresh produce in supermarkets.

Following a pilot project, the trial is running across 36 stores and hopes to demonstrate that families will eat an extra portion of fruit and vegetables a day if it is the first thing they encounter when entering a store.

Veg Power

We are pleased to fund Veg Power – a radical new TV advertising campaign, Eat Them to Defeat Them, which aims to inspire kids to eat healthily and help tackle rising childhood obesity.

The campaign has been enabled by an alliance of supermarkets and brands that have donated to the initiative.

Iceland is a responsible retailer

We choose not to sell cigarettes and we have banned the sale of energy drinks to under 16’s.

Our staff are specially trained to tackle under-age alcohol sales and we operate a strict “Challenge 25” policy, requiring any customer who appears to be under the age of 25 to produce appropriate proof of their age and identity.