Inside Iceland: Britain's Budget Supermarket
The new managing director has ambitious plans for the chain, starting with new products.
Staff have to deal driving down costs, finding a new chip in Belgium, the launch of Food Warehouse, and a visit to a sea bass farm in Turkey.
Shelf space for frozen food has shot up, and Iceland is battling to keep its frozen crown. An area for growth is vegan food, and the buyer visits a factory to scope out products. The team develop a new ice cream cake in Italy.
With festive ads and a plush dessert made of five gold rings, Iceland is getting in on the Christmas act in a big way.
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