Eating Well - Budget Friendly Food for Families


milk bottles used to promote Healthy Start and Best Start Foods schemes

Slimming World

the number one frozen healthy eating brand in the UK

Founder member

of Marcus Rashford's Child Poverty Taskforce

Healthy Food

We report on the amount of healthy food we sell. We define ‘healthy’ in terms of non-HFSS (high fat, salt and sugar) as per Government guidelines. 

During the 2022/23 financial year, 88% of the food Iceland UK sold was classified as healthy products. During this period, we also sold 130,833 tonnes of fruit and veg.



Responsible retailing

Iceland chooses not to sell cigarettes and we have banned the sale of energy drinks to under-16s.

Our staff are specially trained to tackle under-age alcohol sales and we operate a strict “Challenge 25” policy, requiring any customer who appears to be under the age of 25 to produce appropriate proof of their age and identity.



Slimming World

Slimming World launched its frozen ready meals in association with Iceland back in 2015 in response to demand from the club’s members. The Slimming World range has gone from strength to strength, and each product includes an on-pack recipe so that customers can also make the meals from scratch, at home.

Fat, salt and sugar

We strive to comply with Public Health England targets to reduce fat, salt and sugar in Iceland own label food. For instance, we have reformulated our ice cream range to reduce its sugar content by 200 tonnes.

Promoting Healthy Start and Best Start Foods

Iceland is a founder member of Marcus Rashford’s Child Poverty Taskforce and has campaigned for the expansion of the Free School Meals scheme; holiday provision for all children on free school meals; and a boost to the value of Healthy Start funding for families with young children.

At the same time, we have promoted the Healthy Start Scheme and Best Start Foods (which operates in Scotland) to our customers and local communities. Both schemes provide free healthy food for low-income families with young children. 

In 2019/20 Iceland gave away free frozen veg for a 12-month period to customers using the Healthy Start and Best Start Food schemes. In an industry first, throughout 2022 and 2023 the business is promoting the schemes on 90 million milk bottles and branded home delivery vans, to raise awareness and take-up in the communities we serve.

In 2022/23 we also donated 5 million meals to local groups. You can find out more on how Iceland distributes surplus food to community causes here.