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Wilko Expands Frozen Foods Section to Compete with Aldi

  • Wilko to roll out Iceland freezers in more stores, challenging Aldi.
  • New branches in Exeter, Luton, and Plymouth to feature Iceland ranges.
  • Collaboration with Iceland follows successful trial in St Albans and Rotherham.

Wilko is expanding a service that budget-savvy shoppers will love, posing a new challenge to major discount chains like Aldi. The well-known bargain retailer is rolling out Iceland freezers, which have been a hit in a couple of its stores, to even more locations.

Wilko and Iceland Team Up

The initial trial of Iceland freezers at Wilko branches in St Albans and Rotherham has gone well, prompting the expansion. Now, Wilko branches in Exeter, Luton, Plymouth, and Poole will offer Iceland's popular frozen food ranges, including TGI Friday’s, Greggs, and Slimming World products. Alex Simpkin, CEO of CDS, which owns both Wilko and The Range, expressed enthusiasm about enhancing the shopping experience by adding new lines and services.

Olivia Marshall at The Sun reported that this move is part of Wilko’s broader strategy to rival big-name supermarkets like Aldi, known for its budget-friendly frozen food.

Additionally, Wilko's partnership with Iceland isn't the only new offering. The retailer has introduced a groceries section on its website, available via click and collect, where customers can purchase essentials like canned goods, cereal, and pasta without any minimum spend.

Wilko's resurgence follows its collapse into administration in August 2023, which led to the closure of all its 400 stores. Despite this setback, the brand name and intellectual property were acquired by The Range. Since then, Wilko has been making a gradual comeback. By December 2023, Wilko stores had reopened in Plymouth, Exeter, and Luton, with more branches following in March.

Tom Church, Co-Founder of LatestDeals.co.uk, commented, "Wilko's strategic move to include Iceland freezers in more stores is a smart way to attract budget-conscious shoppers. It offers a great alternative to traditional supermarkets."

Comments+20 points

Great idea, it will be interesting to see what they come up with.

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