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Best and worst supermarkets

Iceland

By Ellie Simmonds

Article 4 of 11

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Is Iceland better or worse than other supermarkets? We asked more than a thousand Iceland shoppers to rate its stores and website. 

Iceland hit the headlines in December 2018 for its pledge to make its own-brand range palm oil free. But should you shop there?

The frozen food specialist opened its first store in Shropshire in 1970, and now has more than 850 stores across the UK.

As well as frozen food, it also sells non-frozen store-cupboard essentials and a smaller selection of fresh food. Read on to find out if you should be shopping there more often.

Is Iceland the UK's best supermarket?

We surveyed thousands of shoppers to discover which are the best and worst supermarkets for shopping in-store and online. More than 1,200 Iceland store customers and 71 Iceland.co.uk customers rated Iceland on everything from customer service to quality of food and pricing. Which? members can log in to unlock the tables below and find out what they thought. 

If you're not a Which? 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 stores
Ease of finding products 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
Value for money Subscriber only content
Customer score Subscriber only content
Iceland.co.uk
Ease of finding products Subscriber only content
Products being in stock Subscriber only content
Availability of convenient delivery slots 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
Value for money Subscriber only content
Customer score Subscriber only content
Which? members can log in to unlock the tables above and our expert analysis.Not yet a Which? member? Join Which? to access our results and all of our online reviews.
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