Frozen supermarket chain Iceland is to open four more convenience stores in the UK, following a successful trial in Four Lane Ends, Newcastle.
Boss Richard Walker said the frozen foods specialist has its eyes on London, as it rolls its Swift branded stores out this year. The trial Swift store opened a year ago on the site of the former Iceland store on Benton Road, Four Lane Ends.
The new shop has around twice the range of the former store, and at the time of opening, Iceland told trade magazine The Grocer that it didn’t want Swift to be known for just selling frozen food.
