Poundland trials frozen food range

Date : 10 October 2019

Poundland is trialling a new fresh and frozen range as part of its continued evolution towards satisfying a wider range of shoppers' needs.

Partnership with Fulton Foods

Poundland has launched 350 new lines into its Ashbourne, Derbyshire store. This will be followed by four more stores in November, with the long-term aim to roll-out to around 250 stores in the future.

The retailer has partnered with frozen food focused value retailer, Fulton Foods, to supply products from brands such as Lurpak, Cathedral City, Birds Eye and Aunt Bessie's. This will include a range from frozen pizza to fresh vegetables.

Continued evolution

Poundland is continuing to evolve its proposition as it looks to move further away from its dependency on the one price point, grow its range and satisfy more shopper needs. It recently launched a new pricing structure trial in 24 of its stores across the Midlands. The retailer is trialling adding 50p, 75p, £1.50, £3 and £4 to its range, enabling it to expand its offering to include larger pack sizes and offer more choice.

Earlier in the year it also expanded its range to include a new meal deal. Poundland increased its fresh offering, adding 22 new branded and private label products to its range, including fresh fruit and a range of sandwiches.

The continued evolution allows Poundland is in line with leading variety discounters Home Bargains and B&M enhancing their grocery offers. Whilst these changes may not make it possible for shoppers to complete a total shop, it helps grow basket size with products shoppers buy most often.

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