Poundland picks Bradford store for its food ‘shop-in-shops’

POUNDLAND’S Bradford store is one of 26 across the UK to be given a cool makeover in time for lockdown.

The bargain store’s site at The Broadway has been chosen as a chilled shop-in shop, as the chain once again steps up to serve its communities as an essential retailer.

Work on the rollout will continue during the latest lockdown in England, which starts tomorrow, so that customers can buy more of what they need under one roof.

Up to six stores a week are set to get the cool makeover – the installation of chiller and freezer cabinets – by early December in what has been internally called Project Diamond Ice.

Phase two of the Diamond ICE project food began in October to bring the ranges to another 40-plus stores by Christmas, in addition to the 70-plus stores that were converted by September.


It will see a further 26 stores converted in November and December as the programme accelerates following the acquisition of Fultons Foods in October.

The new chilled and frozen ranges have been developed in partnership with Fultons Foods, a leading frozen food specialist which last month became part of the Poundland family in an acquisition that started a £25 million investment in chilled and frozen over the next two years.

The experience so far shows that customers love the convenience the new ranges bring as converted stores become a one-stop shop where they can pick up more of what they need in a single trip.

Items in the range include everyday meals and snacks, including ready meals, pies and pizzas, as well as frozen desserts and ice-cream, such as: Tropicana Orange 950ml – £1.00 Kinder Ice Cream Sandwich 6pk – £1.50 Mattessons Smoked Pork Sausage 130g 75p or 2 for £1.00 Fridge Raiders chicken bites 50g – 50p or 3 for £1.00 Karen Rees, Managing director of Fultons, Poundland’s new chilled and frozen food arm, said: “Poundland and Fultons colleagues are working closely together to bring the new ranges to more stores by December as part of the Diamond Ice rollout and we’ll continue working during the new lockdown.

“As an essential retailer we know how much customers appreciate being able to do more of their shopping under one roof.

“We look forward to welcoming them to our revamped stores, helping them manage challenging times.”

The Fultons acquisition will accelerate the rollout and Poundland expects to bring its chilled and frozen offer to around 500 stores over the next two years.

Bradford Telegraph and Argus | News