Iceland to launch c-store format trial this week

Iceland has confirmed that it is launching a trial of a new convenience supermarket format under the Swift brand.

The trial store will open in the former Iceland Four Lane Ends site in Benton, Newcastle upon Tyne, this Thursday, 18 March 2021.

Swift is an entirely new concept that is designed to provide a simple, easy-to-shop food store with the watchwords: Fast. Fresh. Local.

The store will offer double the range of the former small Iceland store, with nearly 3,000 lines on offer covering the full spectrum of grocery, frozen, chilled, fresh, grocery, alcohol, tobacco and food-to-go.

Its novel layout breaks down the traditional barriers between frozen and chilled food to provide a complete range of meal solutions, with great breakfast, lunch and dinner meal deals on offer every day.

Swift Four Lane Ends will be open 7am to 10pm, seven days a week.

Matt Downes, Head of Space & Format Development, said, “This is a really exciting trial of a completely new concept that we think will be ideally suited to this high traffic location.

'We believe that the much wider range on offer, Swift’s commitment to faster and easier shopping, and the leveraging of Group buying power to ensure great value, will all make this a convenience store with outstanding customer appeal.”