Iceland

Iceland Foods Limited, trading under both the Iceland and The Food Warehouse names, is a British supermarket chain headquartered in Deeside, Wales. Iceland was started as a frozen food retailer in 1970, before growing greatly during the 1980s, by purchasing smaller rivals before acquiring larger rival Bejam in 1989. After initially specialising in frozen goods, Iceland now sells a range of grocery products, with frozen accounting for approximately one third of their volume. Specialising in own label and exclusive brands, Iceland sells these through both their Iceland-branded stores and the larger format Food Warehouse stores.