Poundland is to start selling luxury yogurt and frozen fish as part of a move into chilled and frozen categories following a successful trial.

Poundland store

Poundland store

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.

The first 20 “shop in shops” set to open this month are:

W/C 9 March

Gateshead Trinity Square

Gateshead Team Valley Retail World

Hartlepool Middleton Grange

Sunderland High Street West

Nottingham Castle Retail Park

W/C 16 March

Nottingham East Point Retail Park

Nottingham Chilwell Retail Park

Blackburn, The Mall

Bradford Kirkgate Shopping Centre

Rotherham Parkgate Shopping

W/C 23 March

Nottingham Wheeler Gate

Leeds Crown Point Shopping Park

Chesterfield Ravenside Retail Park

Bradford Enterprise 5 Retail Park

Mexborough Market Hall

W/C 30 March

Wakefield Trinity Wall Shopping Centre Sheffield Meadowhall Centre

Derby Kingsway Retail Park

York Monks Cross Shopping Park

Doncaster Frenchgate Shopping Centre