Iceland has announced that it will close its loss-making home shopping service later this month.
The internet and telephone service will close on April 22, with last deliveries to customers being made on April 23.
Closure of the service is expected to lead to the loss of about 100 jobs at Iceland’s head office in Flintshire. The cuts are part of plans to shed 400 head office jobs - a third of the workforce - by June, announced last month.
Chief executive Malcolm Walker said: “Iceland pioneered home shopping in the UK, becoming the first food retailer to launch a nationwide service in 1999.
“However, it is a loss-making operation and one in which we simply cannot justify further investment of either money or management time."
He admitted that the core business was also performing badly and that the focus of the new senior management team was to turn trading around.
Iceland’s free home delivery service for goods bought in-store will be unaffected.
“We know that the service our customers really value is the home delivery of goods bought in-store, and the closure of the internet and telephone ordering facility will free more delivery slots to meet this strong demand,” said Walker.