At the heart of the Iceland brand range is frozen food. Our “Because It’s Frozen” wheel demonstrates the eight key advantages that frozen food can offer consumers and the environment:
CHOICE: We can offer food from all round the world.
PROVENANCE: Because it’s frozen, we can give our customers food from authentic, trusted sources – for example, the genuine Italian pizzas using real mozzarella cheese and other authentic local ingredients.
CONVENIENCE: Frozen food is always available and easy to prepare with no washing, peeling or chopping involved. No waste, no mess, no fuss.
QUALITY: Freezing is Nature’s pause button: an entirely natural process that allows us to capture products in their peak condition as soon as they are made. Freezing locks in the nutrients. Hence the much longer shelf life it can offer.
LESS WASTE: Frozen food is intrinsically less wasteful than fresh food because it has a much longer shelf life. Consumers also cut waste because they can use just as much as they need for each meal, and put the rest of the pack back in the freezer for another occasion.
TASTE: Freezing locks in flavour, and we have proven in blind taste tests over many years that very people few can detect any difference in eating quality between fresh and frozen food right across our product range.
VALUE: Frozen food is intrinsically cheaper to produce than fresh food because everything can be frozen when it is most abundant, production runs are long and efficient, and waste is reduced. All these economies are shared with the consumer.
HEALTH: Frozen food is every bit as good for you as fresh food. What’s more, freezing minimises the need for artificial preservatives and other additives used to prolong the shelf life of “fresh” products.