Iceland launches 'Fridgeable' labels - the frozen foods you don't need to put in freezer
Despite selling mostly frozen items, Iceland wants its customers to know that its products can also be kept in the fridge for a limited time. The supermarket has launched new labels with clearer instructions for customers on what to do when they buy a frozen product.
Although the labels are currently only available across 15 of Iceland’s products, the supermarket hopes to roll them out to all of its applicable own-brand ranges in the future.
It has said it wants to launch the labels on another 15 products over the next year.
According to Iceland, an estimated one in 10 UK households do not have a freezer.
However, a lack of freezer should not stop these families from shopping in Iceland stores, said the retailer.
