For years Iceland has been famed for offering customers a range of frozen foods, making feeding the whole family convenient for shoppers.
However within the last ten years a lot has changed for the supermarket - and it has hit the headlines for reasons other than its core business.
Iceland made headlines last Christmas when its advert, which encouraged customers to go palm-oil free, was banned from airing on TV. Last month it announced it was to become the first plastic-free supermarket too.
Below, we've rounded-up some of stores biggest secrets along with its tips and tricks which will completely change how you next shop at Iceland.
1. How to avoid queuing at your local Greggs
Even the biggest Iceland fan may still be unaware of just how many big brands are stocked across its stores.
Iceland stocks a variety of Greggs products including its steak bakes, sausage rolls and more.
2. You can shop at Iceland in places you may never have realised
Last year, Iceland opened a store inside Liverpool's new The Range store. This mean you can stock up on your weekly shop while browsing for new homeware.
3. Iceland is the little sister of Costco's rival
Last year, Iceland opened a Food Warehouse store in Liverpool.
It was back in 2016 the frozen retailer announced plans to open more warehouse stores in a bid to take on its rivals.
The food warehouses are aimed at families who want to stock up on frozen food with infrequent, large shops, and offers luxury ranges alongside budget buys.
Inside, it rivals Costco for its deals on buying products in bulk.
HUGE queues and crowds as shoppers wait for Liverpool's new bargain store to open
4. It's the only supermarket where you can buy Slimming World products
Iceland has an exclusive deal with diet giant Slimming World, meaning it is the only supermarket where those following its plans can pick up one of its meals.
5. And the range recently expanded too
In January, Iceland announced its stores would be stocking Slimming World chips for the first time ever.
It also introduced Slimming World's 'fakeaway' dishes including Thai Fishcakes.
6. Similar to Tesco's Clubcard, Iceland offers its own loyalty scheme
The Bonus Card is Iceland's loyalty card.
There are various benefits to regularly swiping your Bonus Card, including £1 to spend at Iceland for every £20 you save onto your Bonus Card and exclusive offers, just for you.
We bought the same Easter eggs from Tesco, Asda, B&M and more and this was the difference in price
Unlike other store loyalty cards, there are no points to collect.
Simply swipe your card at the checkout every time you shop at Iceland or Food Warehouse store and you'll automatically quality for the benefits.
7. However, you won't be able to use it for another seven weeks
According to Iceland's website, its bonus card is temporarily unavailable and has been since March 16, for a spell of eight weeks.
It is while the retailer makes improvements to the scheme.
8. There is a dedicated £1 range with more than 300 products
The range includes everything from milk, bread, pizzas and chips to household products such as Fairy Liquid.
9. You may be surprised at what you can find in its stores
Although Iceland is famed for its frozen foods there is actually much more in its stores than you may think.
It stocks fresh fruit and vegetables as well and some stores even have a dedicated bakery section too.
10. This is how Iceland manages to deliver your food still frozen
According to Iceland's website, its vans are specially adapted and have a controlled temperature to make sure home deliveries still arrive as they would be in store.
11. Stores get a new food delivery every day, according to its staff
According to former Iceland staff, Iceland stores receive deliveries every day, meaning if you visit your local store and they don't have an item in stock it is always worth checking the next day as stock will regularly be updated.
12. 17 Iceland own brand products may look quite different
Last year Iceland pledged all of its own-brand products would not contain palm oil by December 2018.
As it stands at the moment, Iceland has removed its name from 17 former own-brand products.
This is what it's like inside SC2 - the new Rhyl Sun Centre
According to its website, it says: "There are 17 frozen, chilled and ambient Iceland own label products which have proven exceptionally difficult to reformulate, so we have taken the Iceland own label off those products on a temporary basis.
"They will be back on sale under our Iceland own label by April 2019."
13. It now sells hash brown fries
There has been a lot of excitement over Iceland's most recent release.
On Iceland's official website, they're described as: "Formed, shredded and seasoned potato with onion pre-fried in rapeseed oil."
The hash brown fries come in 700g bags for £1.85 - which if you're wondering, works out at just £2.64 per kilo of fries.
Despite only just being released, the hash brown fries are already receiving rave reviews on Iceland's website, with a total score of 4.9 stars out of 5 after 51 glowing reviews.
14. Be aware of its payment police
American Express cards are not accepted
15. How to try new Iceland products before anyone else
Iceland's larger stores - The Food Warehouse - offer Iceland the opportunity to test out new product it is thinking of selling across all of its stores.
Its website says: "Our larger stores under The Food Warehouse fascia give us the opportunity to offer a wider range there, and to conduct trials of new products before committing to their roll-out across the entire 900 store Iceland estate."
