Iceland has launched a new ‘Local’ convenience store format, owned and managed by forecourt operator SGN Retail.

The site, which opened on a Texaco garage forecourt in Fallings Park, Wolverhampton on 31 March, also features a Costcutter.

According to reporting by The Grocer, shoppers access the store via a single entrance and pay for petrol, food, beverages and other goods via a single point of sale, operated by SGN.

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The convenience store features chilled and ambient aisles, which are mostly supplied by Costcutter.

There is also a frozen section supplied by Iceland, which includes the frozen food retailer’s own-label range and products from its partnerships with Slimming Wold, Myprotein and Harry Ramsden’s.

Say hello to the first Iceland Local! ????

This store in Wolverhampton was completed in partnership with SGN Retail and saw the Blaze Team design, manufacture and install the signage.
.#marketing #branding #design #innovation #retailing #supermarket #iceland #technology #signs pic.twitter.com/OrGXagDGCZ

— Blaze Signs (@blaze_signs) April 13, 2023

“Iceland Local will make our unique range of frozen, chilled, fresh and grocery products available to customers in a completely new type of location, complementing our 1,000 company-owned Iceland and The Food Warehouse stores on the nation’s high streets and retail parks,” Iceland Foods international and wholesale director, Justin Addison told The Grocer.

“Iceland Local gives customers an exciting new opportunity to pick up our food while they are refuelling.”

He added that Iceland already has plans to roll out the concept with “further openings in the months ahead.”

This comes as Iceland’s second move into the convenience sector, as it unveiled the expansion of its Swift convenience store model in March 2022.

The brand, which now spans across five stores, carries a full ambient, chilled, fresh and frozen range, as well as alcohol, cigarettes and tobacco.