Iceland started as a small company in 1970 when a young retailed called Malcolm Walker began to sell frozen food at a single shop, their first retail shop was in Oswestry, Shropshire in November that current year. During this time frame, before domestic fridges and freezers became conventional Iceland had and still do specialise in frozen foods. Through the years due their great marketable and retailing success Iceland became the first UK supermarket to remove artificial colourings, flavourings and non-essential preservatives from their own products in 1986 where other supermarkets were coming into the retail sector. By 1996 Iceland had an astonishing 752 stores and had grossed an impressive 25 years of consistent growth from their individual …show more content…
Much of their money went into advertisement including billboards, radio adverts and general advertising. The red and orange colour which they have been carrying still sticks within consumers, allowing them to relate colours to previous experiences of the store, which is why it is important for a Iceland to market products precisely and provided exceptional customer service. Having popular celebrities such as Peter Andre featuring within the adverts was a selling point where it targeted mostly females. More over sales grew 5.9% to £2.4 billion though net profit before tax had increased by 14.8% to £155.5 million. A further 20 new stores were opened across the UK, creating more than 1,500 new jobs. The company ended the year virtually free of debt allowing them to be very comfortable with expenditures without worrying about any …show more content…
They emphasis a lot on the how they label their products such as full and honest list of ingredients, and information on their nutritional value. It was also said that they had welcomed the Government’s announcement in October 2012 to utilise the hybrid traffic light food labelling, and have also recently said they are working with the Department of Health to ensure that it is adopted across the Iceland brand range. All of Iceland’s products are said to be labelled according to food law using standardised methods upon the pack with nutritional information and full list of ingredients. Along with these laws Iceland have personally said that they take extra care with meat and poultry products as the say that they go through rigorous quality standards for animal welfare and traceability such as where it was sourced to the manufacture, transporting to when it get sold on the shelves. Although cost and convenience remain the main purchasing drivers for consumers, there is also a growing interest within the origins of the product. A study has shown from the European Commission have gathered that 69% of European consumers wanted to know where meat was from. They also suggested how important product labelling and branding meant to them. This should show how Iceland as a company have acted upon these issues to