
29 October 2020
Iceland
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?
In this article
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
Online customer ratings
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.
Find out more
- Best and worst supermarkets: see how the big players compare
- Supermarket price comparison: which is the UK's cheapest grocer?
- Supermarket plastic packaging: which stores are doing the most to help the planet?

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