Iceland launches biggest-ever ‘fakeaway’ range as shoppers ditch takeaways
Iceland Foods is expanding its premium Food Hall range after new research revealed growing consumer demand for affordable takeaway alternatives amid rising prices.
The research found that families of four are spending £91 on average to get a curry or fish and chips delivered to their door, and as a result, half of Brits are now turning their backs on takeaways altogether.
In response, both Iceland and The Food Warehouse are expanding their premium Food Hall range with their largest ever selection of takeaway inspired products, including items from brands such as TGI Fridays, Toby Carvery, Harry Ramsden’s, Las Iguanas, and Dough Company.
Subscribe to TRBAn Iceland spokesperson said: “Shoppers are continuing to look for smarter ways to enjoy their favourite meals at home, particularly as household budgets remain under pressure. Our latest research shows that more shoppers are turning to fakeaways as a convenient and affordable alternative to ordering in.
“We’re responding to that demand by expanding our Food Hall range with our biggest-ever selection of takeaway-inspired products, bringing together some of the UK’s most recognisable food and restaurant brands. By offering customers trusted names and great value in the frozen aisle, we’re making it easier than ever to recreate the takeaway experience at home.”
To mark the expansion, Iceland staged a one-day takeaway takeover in Manchester on 2 September, offering visitors free takeaway-inspired products. Taking over foodie hotspot Bada Bing on Oldham Street, the retailer transformed the venue into the Iceland Food Hall Takeaway.
Iceland has also launched its new Food Hall of Fame competition where shoppers are invited to nominate their favourite Food Hall brand and explain why they deserve to be crowned its ultimate superfan. One winner for each participating brand will receive a year’s supply of their favourite “fakeaway”.
In addition, a “Friday Night Food Hall” competition, running until 30 October, will surprise households across the UK with doorstep activations featuring live games, giveaways, and a special appearance from Iceland’s brand ambassador, Josie Gibson.
