Poundland rolls out chilled and frozen range to more stores

Date : 02 March 2020

Lucy Ingram

Retail Analyst

Following on from Poundland's successful trial of its new chilled and frozen range, the variety discounter will be rolling out the range to a further 60 stores.

Chilled and frozen shop-in-shops

Poundland began trialling 350 new chilled and frozen lines in its Ashbourne, Derbyshire store in October 2019. This was quickly followed by four more stores, and now will be extended to 60 more. This will mean nearly one in ten stores will have the new chilled and frozen shop-in-shop. 50 more items have also been added to the range, bringing it to 400.

Poundland expects the new shop-in-shops will be rolled out to 20 stores by the end of March and the following 40 by June.

Continued evolution from single price to simple price

The new chilled and frozen range is part of Poundland continuing to evolve its proposition as it looks to move further away from its dependency on the one price point, by growing its range and satisfying more shopper needs.

It launched its new pricing structure in three key categories; grocery, health and beauty and household, in October 2019. 

The retailer now has eight price points; 50p, 75p, £1, £1.50, £3, £4 and £5. This has enabled Poundland to expand its offering to include larger pack sizes and different brands.

Growing basket size and increasing frequency of visit

Managing director Barry Williams has said;

"We’re here to bring customers more of what they love, and frozen and chilled food is high on their list."

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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