Poundland at Crayford Tower Retail Park will start selling chilled and frozen food this week, one of the first in the UK to do so.

The branch will start selling the new ranges from Thursday, July 16 as one of 60 selected for the initial rollout.

The firm is cranking up sales of its chilled and frozen food as it brings more choice to shoppers over the summer.

The discount retailer will introduce the new ranges to another 46 stores in the North East, Midlands and South East between July and September as the expansion gets back into full swing following a pause during lockdown.

It marks the full-scale resumption of Project Ice which kicked off in March to bring chilled and frozen items to 60 stores after successful trials at 12 branches during March.

It will see up to five stores a week get a makeover with the installation of chiller cabinets and freezers to bring shoppers 400 everyday items, from frozen fish to luxury yoghurts.

Hot sellers so far have included chilled food brands such as Ginsters, Cathedral City, Lurpak, Sutherland deep fill sandwiches and Rustlers cheeseburgers.

Customers have also been snapping up frozen products including Bernard Matthews chicken breasts and Birds Eye cod fillets, plus brands such as Aunt Bessie’s, McCain and Young’s.

Poundland transformation director Mat Ankers said: “For obvious reasons, Project Ice was on ice during lockdown, but we’re now delighted to be taking the programme out of its temporary freeze and stepping it up over the summer.

“Our team is ready to work flat out to bring customers up and down the country amazing value in chilled and frozen foods.”

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