Customers using the service can place orders up to 10pm for free delivery the next day, subject to a minimum order of £25. The trial is taking place at a small number of Iceland stores in the North West, North East, London and the South West. Iceland said it had achieved “very encouraging” initial results. The service will be extended further to selected Iceland stores across the UK in the coming months.
The online offering builds on Iceland’s long-established home delivery service for purchases in store of £25 or more.
Malcolm Walker, Iceland’s chairman and chief executive, who was born in Grange Moor near Dewsbury, said: “Iceland was the first UK food retailer to launch a nationwide online shopping service as long ago as 1999, but maintaining it was not a priority when I was faced with the challenge of turning around a near bankrupt company on my return to the business in 2005. Now the time is right to re-launch the service.”