Eating Well - Budget Friendly Food for Families
We are committed to helping our customers and their families eat well, especially as many of them are shopping on a tight budget.
milk bottles used to promote Healthy Start and Best Start Foods schemes
the number one frozen healthy eating brand in the UK
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
Ten years of successfully developing and growing the number one frozen healthy eating brand in the UK with just under fifty products across a wide variety of ranges including:
- Ready Meals
- Lunch Pots
- Potato products
- Vegetarian & Meat Products
- Soups
- Sauces
Our Slimming World range is designed to be a healthy, filling and affordable meal occasion loved by millions of customers all year round right across the UK.
MyProtein
In January 2023 we launched the MyProtein range, exclusive to Iceland, which offers high protein, low fat meals for affordable prices to customers.
MyProtein is the world’s largest online sports nutrition brand and each dish is packed full of protein, ranging from 19g up to 60g of protein, with over half the dishes containing less than 10g of fat, and being high in fibre.
We have successfully grown this range to over 30 products, with customers eating well on millions of occasions throughout the year.
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.