Iceland has revamped its frozen shelves with over 550 new products on sale.
The new autumn range includes fish and chip shop favourite salt and pepper chips with a typically outlandish publicity stunt.
The frozen food specialist is no stranger to stunts to promote its new ranges and decided to take over London fashion week to showcase a new 15p paper bag available in stores.
The paper bag is designed to be more environmentally friendly than the traditional plastic option but the supermarket was really trying to draw attention to its new autumn range of food.
Iceland’s popular ‘when it’s gone it’s gone’ selection will be filled with trend-led and seasonal products, says the supermarket.
The store is launching plenty of new products for autumn dishes- including frozen pomegranate seeds and Salt & Pepper Chips this September.
David Lennox, Head Chef at Iceland, said: “We’ve been working on the autumn winter collection for months, tracking different trends and customer tastes to create the perfect recipes and dishes in time for the September launch.
“With more than 500 new products for our customers to try, we’re confident this our best range ever and marks an exciting time for Iceland as we continue to innovative our dishes in response to changing demands and preferences from our customers.”
For more information about the new Iceland range visit the website here.
