Poundland Widnes its 100th store to get chilled and frozen range


Poundland’s rollout of chilled and frozen food has passed a major milestone today when its Widnes store became the 100th to get the new ranges. 

The discount retailer is cracking on with the introduction of chilled and frozen which began with a single trial just over a year ago at the Ashbourne store in Derbyshire and will extend to as many as 500 stores in two years. 

Poundland at Widnes Shopping Park in Cheshire has been fitted out with new chiller and freezer cabinets to bring customers more than 400 items from frozen pizza and pies to cheeseburgers and ice-cream. It means customers can buy more of what they need under one roof. 

The Widnes makeover is part of what is dubbed internally “Project Diamond Ice” and has been accelerated by last month’s acquisition of Fultons Foods which kick-started a £25 million investment over the next two years. 

Fultons worked in partnership with Poundland to develop and distribute the new ranges which will have reached 119 Poundland stores by mid-December. The rollout will resume at pace in the new year. 

Like all stores converted during the Covid 19 outbreak, the work at Widnes has been carried out in line with official guidance on safe working. The revamped store will maintain the same robust standards of safety and hygiene that apply across all Poundland stores, protecting customers and colleagues. 

Poundland transformation director Mat Ankers said: “To reach 100 stores with our chilled and frozen food in just over 12 months is a fantastic achievement by our colleagues in Poundland and Fultons. 

“It’s fitting that Widnes is the 100th store because it is a great location for us, and we know our customers will love the new ranges and appreciate being able to do more of their shopping in a single trip.” 

Project Diamond Ice is part of the biggest transformation in Poundland’s 30-year history, significantly broadening the offer to customers, including PEP&CO family fashion and homeware.