Retailer Iceland has launched a new convenience format under the Swift brand promising ‘Fast, Fresh, Local’.

It is set to open a trial store in Benton, Newcastle upon Tyne on Thursday 18 March, on the site of the former Iceland Four Lane Ends.

The store is expected to offer double the range of the former small Iceland store, with nearly 3,000 lines “covering the full spectrum of grocery, frozen, chilled, fresh, grocery, alcohol, tobacco and food-to-go”. In a statement, Iceland said: “Its novel layout breaks down the traditional barriers between frozen and chilled food to provide a complete range of meal solutions, with great breakfast, lunch and dinner meal deals on offer every day.”

According to head of space & format development at Iceland Matt Downes, the new format will combine speedy shopping and Iceland’s buying power. “This is a really exciting trial of a completely new concept that we think will be ideally suited to this high traffic location. We believe that the much wider range on offer, Swift’s commitment to faster and easier shopping, and the leveraging of Group buying power to ensure great value, will all make this a convenience store with outstanding customer appeal.”