Iceland has always been a responsible retailer, committed to providing safe, healthy and ethically sourced food. In the 1980s and 1990s, we led the whole of the British food retailing industry in eliminating artificial colours and flavours from our products. We also respect the environment and seek to put something back into the communities where we operate by regenerating high streets, creating jobs, providing outstanding customer service and giving generous support to a range of good causes helping the sick and socially disadvantaged.
The benchmark for every Iceland brand product is simple: it must offer better quality than the equivalent line sold by our major British supermarket competitors, at the same price, or comparable quality at a significantly lower price. Our independent benchmarking teams regularly assess products according to a range of criteria to ensure that our high standards are being maintained.