Poundland begins ‘phase 2’ of frozen rollout after Fultons acquisition

Poundland has begun ‘phase 2’ of its rollout of frozen and chilled food, with 40 more stores due to get the offer by Christmas.

The 40 are the first of 500 stores set to gain the frozen and chilled ‘shops in shops’ over the next two years, following Poundland’s acquisition of Fultons Foods earlier this month.

About 70 had already gained the range, supplied by Fultons, in a trial leading up to the deal.

Poundland MD Barry Williams last week told The Grocer the acquisition equipped the variety discounter with the distribution capabilities to launch the much wider rollout.

The move sees stores gain freezers and chiller cabinets holding a range of around 400 products, with a focus on brands and ‘everyday staples’.

“Now we’re part of the Poundland family, we’re immediately rolling up our sleeves to begin work on the next phase of the Diamond Ice rollout,” said Fultons MD and former co-owner Karen Rees.

“By Christmas, we’re looking forward to bringing chilled and frozen food to another 40 Poundland stores.”

Poundland has named the next 12 stores due to have the offer by the end of October: