Last month, we reported that Iceland was rolling out its Swift c-store format, and had decided upon London as the next location.

Launched as a single store pilot in Newcastle last year, Swift will extend to four more stores in London over the next few months, with the first one located in Wembley and a second one, in Hounslow, opening its doors this week.

Its range covers “the full spectrum of grocery” from frozen and fresh to food-to-go, alcohol and tobacco, a spokeswoman said.

The aim is to “provide a simple, easy to shop food store with the watchwords: fresh, fast, local”, they added.

Cost of living crisis

Iceland is opening thousands of free food delivery slots for families on tight budgets, and cutting the thresholds of its free delivery service from £40 to £35 for online and from £25 to £20 for in-store.

The move comes as many Brits face a cost of living crisis, with the likes of energy, broadband, mobile and water bills all rising significantly, alongs with council tax and national insurance contributions.

Further details here.