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Best and worst supermarkets

Iceland

By Ellie Simmonds

Article 4 of 11

Put us to the test

Our Test Labs compare features and prices on a range of products. Try Which? to unlock our reviews. You'll instantly be able to compare our test scores, so you can make sure you don't get stuck with a Don't Buy.

Find out how thousands of Iceland shoppers rate its stores and website in our Iceland supermarket review.

Iceland is best-known for its frozen food, but it also stocks non-frozen store-cupboard essentials and a small selection of fresh food. So should you do your main supermarket shopping there?

The first Iceland store opened in Shropshire in 1970, and there are now more than 900 branches across the UK.

In the annual Which? supermarkets survey, more than 1,500 Iceland shoppers rated the retailer on everything from queuing time to the quality of its food and value for money. This enabled us to work out star ratings for different categories, as well as an overall customer score.

Which? members can log in to unlock the tables and customer score below. 

If you're not a member, join Which? to find out what Iceland customers had to say, and which supermarket was rated as the best. You'll also get access to all of the reviews on our website.

Iceland review: is Iceland the UK's best supermarket?

In-store customer ratings

Iceland stores
Store layout Subscriber only content
Store appearance Subscriber only content
Queuing time Subscriber only content
Staff availability and helpfulness Subscriber only content
Products being in stock Subscriber only content
Range of products Subscriber only content
Overall quality of own-label products Subscriber only content
Overall quality of fresh products Subscriber only content
Recyclable packaging / no packaging Subscriber only content
Value for money Subscriber only content
Customer score Subscriber only content

Online customer ratings

Iceland.co.uk
Ease of finding products on the website Subscriber only content
Ease of finding products in the app Subscriber only content
Availability of convenient delivery slots Subscriber only content
Products being in stock Subscriber only content
Range of products Subscriber only content
Overall quality of own-label products Subscriber only content
Overall quality of fresh products Subscriber only content
Driver's service Subscriber only content
Availability of recyclable packaging/products with no packaging Subscriber only content
Value for money Subscriber only content
Customer score Subscriber only content
As well as accessing the supermarket scores, logging in or joining Which? will enable you to see how Iceland fared when we reviewed individual supermarkets' use of plastic and recyclable packaging.

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