Surprisingly Great (Food Warehouse/Online)
This review covers Iceland Food Warehouse Sunderland (Hylton) and Iceland Home Delivery (website)
As a person who shops around and is lucky enough to have the option of doing it either to save a bit of money or just for a bit of a change, I must say I'd always avoided Iceland in the past. I don't know if it was its naff image, odd mix of price/quality, or the fact my nan shopped there religiously because it was the only shop near enough to her tiny flat. Time was, to me Iceland just never made sense. Tesco, Sainsburys, Asda, M&S, Waitrose - those are (arguably) supermarkets. Iceland was a frozen food frequented by old ladies and their neighbours. All that own brand and odd-brand generic stuff, not all of which seemed okay, but you secretly doubted was great.
Times changed when I popped in to the Food Warehouse on a recommendation to try out some frozen seafood. I was immediately impressed by the scale and ambition of the place. It's gargantuan, for an Iceland and so bright and clean. Now, it turns out I don't like mussels and octopus (? or was it squid) but you know what, something struck me. It was really, really great quality and good value, and a bunch of the other stuff I tried - well, that was actually pretty great and it being frozen (mostly) there was ZERO waste. Now that really made sense.
Much to my surprise, I found I've kept going back. The staff are good (I'll get to that), it's bright, clean and orderly, full of stock, with some great quality to be had at often very good prices and plenty of things to try out if you're bored (rather than reams of slightly different stuff - though they have that too!)
There have been a few cheaper things I've tried I've not been fond of, of course - but you can say that of anywhere and of course after a while you get a sense of what you'll like (and some of it is truly uniquely great) and some of the more budget conscious stuff that is less good, but often still offers value for money. Each to their own! That said, I've never felt ripped off or let down like in some other shops.
Goods Frozen and Other
Really great selection of what you'd expect to find (largely Iceland-specific frozen foods, mixed in with some household names and some hidden-gem and not so hidden gem brands). Not just a selection of gimmicky foods (which they're somewhat famous for), but also some really excellent quality fresh-frozen fish and meat. The more expensive fish is a big reason to go, some that is really first class. Fresh produce is a little bit dearer, think Sainsburys rather than Tesco/Aldi prices, which surprised me, but it's not why you'd go. That said, what there was was very well stocked and there was a fairly good range of decent looking stuff. Some great fresh steaks. Their Greggs frozen sausage rolls are actually pretty good and oddly much better than what you get in the store when cooked right. For a start they're hot! Worth saying there's not a lot of premium fresh food, but what's there's very decent.
Staff and Environment
Staff very attentive and efficient. Even though it was very late in a long day for them when I dropped by and you could tell they were ready for a rest, they were still diligently working. Environment was immaculate and everything was in order, all the short dated goods discounted etc. so you can tell they're constantly on top of it. That doesn't sound like much until you consider it's the size of a large Tesco with a fraction of the number of staff. Shows you, quality over quantity every time.
Delivery (not sure if from warehouse)
As far as home delivery goes, experience was perfectly fine, no problems, delivered on time, all in decent condition. No fresh goods to check the dates. The frozen stuff was well within of course. Did the job, no fuss at all. Just what you want.
All in all, I'd never have admitted to shopping at Iceland in the past, but that snobbery simply isn't justified any more. They offer something unique in a bleak and generic supermarket landscape. The range and quality is good and they've massively upped their game. Making a (small) move away from a somewhat naff and tarnished image and making a big push for variety and quality, towards the common-sense of appealing and good value freezer foods in a lock-down world, now THAT makes sense. Iceland could really make inroads poaching customers from the big three if they do it right and push now.
There's a lot to be said about today's Iceland Warehouse. It's no Waitrose, or M&S, but nobody expects that and who said that was a bad thing? Freezer food has never been a more attractive proposition and if that's what you go for, there's a staggering choice.
Bored with the same old supermarket drudgery? Sick of waste and expense? If you can get past the naff image, you could do a lot worse than see what you fancy at an Iceland Warehouse. Surprisingly impressed!
September 14, 2020
Unprompted review