UK: Poundland rolls-out its chilled and frozen ranges with new acquisition of Fulton Foods

Discount Non-food Retail Chain Poundland (owned by South African Steinhoff International) has launched plans to roll out its chilled and frozen ranges to 40 more stores just days after acquiring frozen specialist Fultons Foods.

The discount retailer has lined up 12 stores for new frozen ‘shop-in-shops’ in October. Up to six stores a week are set to receive the installation of chiller and freezer cabinets, from October to December in what has been internally called Project Diamond Ice.

Phase two of the program will bring chilled and frozen food to a further 40-plus stores by Christmas, in addition to the 70 stores that were converted by September. The ranges have been developed in partnership with Fultons Foods, which this month became part of the Poundland family in an acquisition that is the start of a £25 million (US$33 mio) investment in chilled and frozen over the next two years.

SKUs in the category assortment range include everyday meals and snacks, including ready meals, pies and pizzas, as well as frozen desserts and ice-cream. In this field the UK supermarket chain Iceland emphasizing on the frozen foods, including prepared meals and vegetable is leading.

“Now we’re part of the Poundland family, we’re immediately rolling up our sleeves to begin work on the next phase of the Diamond Ice roll-out,” Fultons Foods managing director Karen Rees said. “By Christmas, we’re looking forward to bringing chilled and frozen food to another 40 Poundland stores.”

Poundland expects to bring its chilled and frozen offer to as many as 500 stores over the next two years.

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