Poundland to branch out into chilled and frozen food market

2 March 2020, 07:28

The store already sells clothing in some branches
The store already sells clothing in some branches. Picture: PA
EJ Ward

By EJ Ward

Poundland has announced its planning to roll out frozen and chilled food in some of its stores as the budget chain moves into the grocery market.

The cut-price retailer said 60 if its stores would start selling frozen food following a successful trial.

The company announced five "shop-in-shops" selling products ranging from luxury yoghurts to frozen fish had been a success.

Almost one-in-ten stores will see freezers and chiller cabinets installed, as Poundland partner with frozen food specialist Fulton Foods.

Stores in the North and Midlands will be the first to benefit with the changes set to be introduced in Gateshead, Hartlepool, Sunderland and Nottingham first.

Poundland said it expected to open the first 20 shop-in-shops by the end of this month and the other 40 by early June.

The new range will be available in selected stores
The new range will be available in selected stores. Picture: PA

Poundland 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."

The move comes months after Poundland said it would be selling fewer items specifically valued at £1, with a wider range of products available for £2 and £5 as it expanded its "simple pricing" model.

Poundland has also been at the centre of speculation regarding a possible stock market listing or sale as its troubled South African owner Steinhoff looks to reduce its heavy debt burden.