Poundland to start selling luxury yogurt and frozen fish

The new range of 400 everyday items – developed in partnership with Yorkshire-based frozen food specialist Fulton Foods – is to roll out across 60 stores.

As many as 20 of the so-called “shop-in-shops” are expected to open by the end of this month, with a further 40 scheduled for early June, the value discounter confirmed.

Outlets in Gateshead, Hartlepool, Sunderland and Nottingham will be the first to sell the products.

The activity follows a five-store pilot in 2019 which saw brands including Ginsters, Cathedral City, Lurpack, Sutherland deep fill sandwiches and Rustlers cheeseburgers sell well, Poundland said.

Frozen products spanning Bernard Matthews chicken breasts and Birds Eye cod fillets and brands including Aunt Bessie’s, McCain and Young’s, were also found to be popular.

“We’re here to bring customers more of what they love, and frozen and chilled food is high on their list,” explained Poundland managing director Barry Williams.

“It’s clear from our five-store pilot that customers have given a warm welcome to our Project Ice offer that brings our promise of amazing value to more of what they buy, week-in, week-out.”

Poundland, part of the Pepco Group, has more than 850 shops in the UK and the Republic of Ireland.