Ice Ice Baby: Iceland creates ‘chill out zone’ as UK heatwave takes hold

A London branch of Iceland has responded to the heatwave by creating a customer ‘chill-out zone’ in the freezer aisle to help shoppers cope with the soaring temperatures across the UK.

The move comes following research from the value supermarket which has revealed that (58%) of Brits have gone into a supermarket freezer aisle to cool down when the weather is too hot.

The current heatwave taking the UK by storm is showing no signs of going away, with weather pundits predicting Sunday will be the hottest day ever recorded in Britain.

Evan Shahriar, manager of Iceland’s Islington branch has offered customers the chance to escape the heat of the sweltering London streets with an in-store installation which features deckchairs, a cooling spray and complimentary ice lollies.

READ MORE: Iceland MD Richard Walker tells GMB big brands need a ‘reality check’ 

The store is also offering chilled water bowls for customer’s dogs and even a doggy sun tent – to give tiny paws some relief from hot pavements.

Iceland store managers are accustomed to seeing shoppers flocking through the doors of the frozen food retailer during hot spells, as they pop in for a few minutes to cool down with an icy blast from the in-store aircon or reaping the icy benefits of the freezer cabinets.

“Over the last week we’ve spotted dozens of shoppers popping into the store just to cool down,” said Shahriar.

“Who can blame them? So we decided we might as well go the extra mile and create an official chill-out zone so they don’t need to feel guilty. The response has been amazing.’

A spokesperson at Iceland said “We always want to deliver the very best service to our customers and this unique initiative that has been rolled out in the Chapel Market store is a great example of our store staff going above and beyond for their local community.”

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