Poundland to sell more frozen and chilled food

Rollout will take place in stores across midlands and north of England

The budget retailer will transform 60 stores as part of the expansion (PA)

Poundland has announced that more shoppers will be able to buy frozen and chilled foods from its stores after expanding a successful trial.

The value retailer said it would rollout frozen and chilled food to 60 stores in coming weeks as it moves further into grocery sales.

The company said it had seen a successful trial of five “shop-in-shops” selling products ranging from luxury yoghurts to frozen fish.

It said almost one in 10 stores would benefit from the expansion, which has seen Poundland partner with frozen food specialist Fulton Foods.

The expansion programme will cover a number of towns and cities in the midlands and the north of England, with the first stores to receive the changes in Gateshead, Hartlepool, Sunderland and Nottingham.

Poundland said it expected to open the first 20 “shop-in-shops” by the end of this month and the other 40 by early June.

Poundland managing director Barry Williams said: “It’s clear from our five-store pilot that customers have given a warm welcome to our Project Ice offer that brings our promise of amazing value to more of what they buy, week-in, week-out.”

The move comes months after Poundland said it would be selling fewer items specifically valued at £1, with a wider range of products available from 50p to £5 as it expanded its “simple pricing” model.

Poundland has also been at the centre of speculation regarding a possible stock market listing or sale as its troubled South African owner Steinhoff looks to reduce its heavy debt burden.

Press Association