The first of a fly-on-the-wall series about the Iceland supermarket airs tonight on BBC2 at 9pm.
The hour-long ‘Iceland Foods: Life in the Freezer Cabinet’ tracks a year with the frozen foods retailer, and features founder and chief executive Malcolm Walker.
It will address issues such as Iceland’s part in the horsegate scandal as well as the public perception of frozen foods and the Iceland brand.
In a description of the programme, the BBC said: “Over the course of a year, this three-part series follows the fortunes of Iceland as Malcolm opens the doors to his Willy Wonka style empire and shares the secrets of the food, the boardroom, and the colourful life of the stores.”
Iceland was voted The Sunday Times Best Big Company to Work For in the UK in 2012.
Last year Iceland exclusively revealed to FPJ that it would move to sell more fruit and vegetables. Brigid Davidson, Iceland’s category controller for fresh produce, said last year the budget retailer wanted to change the perception among the fresh produce industry that it is only focused on frozen foods.
The retailer also revealed its plans to open 40 new stores in 2013.
No comments yet