Iceland, the UK supermarket chain known for its affordable frozen food ranges, has announced a major expansion of its Rapid Online Delivery service ahead of the Christmas shopping rush. The service, which promises deliveries within an hour, will be rolled out across more than 200 stores nationwide before the festive season.
The initiative follows a successful pilot in London, where the service launched in 17 stores and will expand citywide from October 19. Further rollouts to Manchester, Birmingham, and Liverpool are scheduled for October 26. Customers can place orders via the Iceland app or website, with a £15 minimum spend required. Bulky items are excluded from the rapid delivery option.
To encourage uptake, Iceland is offering free delivery on Rapid orders during the launch period. The service operates by having participating stores pick and pack orders, which are then handed to third-party delivery partners. Shoppers can track their deliveries in real time.
An Iceland spokesperson highlighted the convenience factor: “Food plans can change at the drop of a hat. Whether it’s forgotten essentials for dinner or a sudden craving, our Rapid Online Delivery service ensures customers get what they need quickly.” The supermarket emphasises that the service complements its existing free next-day delivery for orders over £40.
This development comes after Iceland expanded its partnership with Amazon earlier this year, allowing customers in Northern Ireland, Cardiff, Edinburgh, and Nottingham to order groceries through the e-commerce giant. The retailer also claims its online-exclusive deals make some products cheaper than those at competitors like Asda, Tesco, Sainsbury’s, and Morrisons.
The rapid delivery service aims to address the growing demand for speed and convenience in grocery shopping, particularly during the busy holiday season.
