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'{{Short description|British supermarket chain}} {{About|the supermarket chain|supermarkets in Iceland|List of supermarket chains in Iceland}} {{Redirect|Iceland Foods|foods of Iceland|Icelandic cuisine}} {{More citations needed|date=November 2013}} {{Use dmy dates|date=March 2022}} {{Infobox company | name = Iceland Foods Ltd | logo = File:Iceland with the The Food Warehouse logo.png | logo_alt = Red text only on a white background, with Iceland to the left and the food warehouse in smaller characters to the right | image = Icelandclapham.jpg | image_alt = A high street storefront with large glass sections having buildings to either side | image_caption = An Iceland store in [[Clapham Common]], London | type = [[Privately held company|Private]] | foundation = {{Start date and age|1970|11|18|df=yes}} in [[Oswestry]], [[Shropshire]] | founder = [[Sir Malcolm Walker]] | industry = [[Retail]]ing | location = [[Deeside]], [[Wales]], United Kingdom | num_locations = 1000+ | num_locations_year = 2020 | key_people = {{ubl|[[Sir Malcolm Walker]]|([[Executive Chairman]])|Tarsem Dhaliwal|([[Chief executive officer|Chief Executive Officer]])|Richard Walker| ([[Managing Director|Joint Managing Director]])}} | products = [[Frozen foods]]<br>[[Grocery|Groceries]] | profit = £157 million (2019) | num_employees = 30,000 | num_employees_year = 2020 }} '''Iceland Foods Ltd''' is a British [[supermarket]] chain headquartered in [[Deeside]], North Wales.<ref>{{Cite web | url=https://about.iceland.co.uk/contact-us/ | title=Contact Us – About Iceland}}</ref> It has an emphasis on the sale of frozen foods, including prepared meals and vegetables. They also sell non-frozen grocery items such as produce, meat, dairy and dry goods, and additionally through a chain of shops bearing the sub-brand name, The Food Warehouse. The company has an approximate 2.2% share of the UK food market. ==History== Iceland Foods began business in 1970, when [[Malcolm Walker (businessman)|Malcolm Walker]] opened the first store in Leg Street, [[Oswestry]], [[Shropshire]], England, with his business partner Peter Hinchcliffe. Together, they invested £60 for one month's rent at the store.<ref>{{cite web|url=http://about.iceland.co.uk/about-i celand/the-iceland-story/|title=The Iceland Story|access-date=16 December 2016|archive-url=https://web.archive.org/web/20141222171903/http://about.iceland.co.uk/about-iceland/the-iceland-story/|archive-date=22 December 2014|url-status=dead}}</ref> They were still e ienigger ployees of [[Woolworths Group plc|Woolworths]] at the time, and their employment was terminated once their employer discovered their other roles. Iceland Foods initially specialised in loose frozen food.<ref name="referenceforbusiness.com">{{cite web|url=http://www.referenceforbusiness.com/history2/83/Iceland-Group-plc.html|title=Iceland Group plc – Company Profile, Information, Business Description, History, Background Information on Iceland Group plc|access-date=23 August 2015}}</ref> In 1977, they opened a store in Manchester selling own-labelled packaged food, and by 1978 the company had 28 stores.<ref name="fundinguniverse.com">{{cite web|url=http://www.fundinguniverse.com/company-histories/the-big-food-group-plc-history/|title=History of the big Food Group – Funding Universe|access-date=30 April 2015}}</ref> [[File:IcelandStoreExterior.jpg|thumb|Iceland [[Horwich]] in [[Greater Manchester]]]] In 1983, the business grew by purchasing the 18 stores of [[Bristol]]-based St. Catherine's Freezer Centres, and in 1984 the business went public for the first time.<ref name="fundinguniverse.com"/> The cash investment was used to purchase South East-based Orchard Frozen Foods in 1986, and the purchase of larger rival [[Bejam]] in 1988. In 1993, the firm took over the food halls of the [[Littlewoods]] department store and also acquired the French Au Gel chain. This last move proved unsuccessful and the stores were dropped within a year.<ref name="referenceforbusiness.com"/> Around 2000, the company attempted ties with [[British Home Stores]].<ref>{{cite web|author=Julia Finch |url=https://www.theguardian.com/efinance/article/0,2763,184599,00.html |title=Iceland seeks cooler image with online rebranding |work=The Guardian |date=22 March 2000 |access-date=3 November 2013}}</ref> In May 2000, Iceland Foods merged with [[Booker-McConnell|Booker plc]], and Booker's [[Stuart Rose]] took the role of CEO of the merged company.<ref>{{cite news|url=http://news.bbc.co.uk/1/hi/business/8366635.stm|title=Sir Stuart Rose's legacy at M&S|work=BBC News|access-date=23 August 2015}}</ref> He left for the [[Arcadia Group]] in November 2000<ref>{{cite web|url=http://www.ucs.ac.uk/Alumni/Graduation-Gallery/HonoraryGraduates/SirStuartRose.aspx|title=Sir Stuart Rose|access-date=23 August 2015}}</ref> and was replaced by [[Bill Grimsey]] in January 2001.<ref name="IND-2001-01-23">{{cite news |url=https://www.independent.co.uk/news/business/comment/iceland-pays-the-price-of-roses-organic-neglect-703404.html |title=Iceland pays the price of Rose's organic neglect |work=The Independent |access-date=12 December 2016 |url-status=dead |archive-url=https://web.archive.org/web/20110101114137/http://www.independent.co.uk/news/business/comment/iceland-pays-the-price-of-roses-organic-neglect-703404.html |archive-date=1 January 2011}}</ref> [[File:Iceland supermarket front.jpg|thumb|Iceland store on Camberwell Road, [[south London]]]] Soon after Grimsey's appointment, Malcolm Walker, Iceland Foods's founder and chairman, was forced to stand down, as it was revealed that he had sold £13.5 million of Iceland Foods shares just five weeks before the company released the first of several profits warnings.<ref name="Tel-2001-04-11">{{cite news |url=https://www.telegraph.co.uk/finance/4480049/Walker-quits-after-Iceland-sales-dive.html |title=Walker quits after Iceland sales dive |work=The Daily Telegraph |date=31 January 2001 |access-date=3 November 2013}}</ref><ref name="Tel-2001-08-21">{{cite news|author=Finance |url=https://www.telegraph.co.uk/finance/2730881/I-acted-properly-says-Icelands-Malcolm-Walker.html |title='I acted properly' says Iceland's Malcolm Walker |work=The Daily Telegraph |date=20 August 2001 |access-date=3 November 2013}}</ref> Iceland Foods' holding company was renamed [[the Big Food Group]] in February 2002,<ref name="AboutIceland">{{cite web|url=http://www.iceland.co.uk/page/view/about_iceland_story |title=The Iceland story |date=14 December 2007 |access-date=12 December 2016 |archive-url=https://web.archive.org/web/20071214204438/http://www.iceland.co.uk/page/view/about_iceland_story |archive-date=14 December 2007}}</ref> and attempted a refocus on the convenience sector with a bid for [[Londis (United Kingdom)|Londis]].<ref name="Londis">{{cite news | url=https://www.independent.co.uk/news/business/news/londis-shareholders-wooed-with-letters-from-iceland-74723.html | title=Londis shareholders wooed with letters from Iceland | work=[[The Independent]] | date=4 January 2004 | access-date=5 July 2016 | author=Townsend, Abigail}}</ref> Grimsey remained until the takeover and demerger of the Big Food Group by a consortium led by the Icelandic company [[Baugur Group]] in February 2005.{{Citation needed|date=November 2013}} Walker subsequently returned to his previous role at Iceland Foods.<ref name="AboutIceland"/> Iceland Foods's website has a page critical of Grimsey's period in control.<ref name=":0" /> After Baugur collapsed in 2009, a 77% stake in the firm came into the ownership of the Icelandic banks [[Landsbanki]] and [[Glitnir (bank)|Glitnir]].{{Citation needed|date=November 2013}} In 2012 the stake was purchased by a consortium including Malcolm Walker and [[Graham Kirkham]].<ref>{{cite web|url=https://www.bloomberg.com/news/2012-03-09/iceland-foods-ceo-walker-acquires-u-k-supermarket-chain-for-2-3-billion.html|archive-url=https://web.archive.org/web/20131031204124/http://www.bloomberg.com/news/2012-03-09/iceland-foods-ceo-walker-acquires-u-k-supermarket-chain-for-2-3-billion.html|title=Iceland Foods CEO Walker Purchases U.K. Frozen Food Chain for $2.3 Billion|archive-date=31 October 2013|work=Bloomberg|access-date=23 August 2015}}</ref> After Walker's return to the company, Iceland Foods reduced the workforce at the Deeside head office by 500, with approximately 300 jobs moved as a result of relocation of a distribution warehouse to [[Warrington]].{{Citation needed|date=November 2013}}[[File:IcelandStoreInterior.jpg|thumb|upright|The interior of an Iceland supermarket in [[Horwich]], [[Bolton]], [[Greater Manchester]] ]] In January 2009, Iceland Foods announced that it would buy 51 stores in the UK from the failed [[Woolworths Group (United Kingdom)|Woolworths Group]] chain, three days after the final 200 Woolworths stores closed their doors.<ref name="51 stores bought">{{cite news|url=http://news.bbc.co.uk/1/hi/business/7820981.stm |title=Iceland buys 51 Woolworths stores |work=BBC News |date=9 January 2009 |access-date=3 November 2013}}</ref> In April 2009, Iceland Foods announced plans to close its appliance showrooms by September 2009 to concentrate on food retailing.<ref>{{cite web|url=http://about.iceland.co.uk/_assets/files/Iceland_Foods_Appliance_Showroom_Closure.pdf |title=Iceland Foods Closes Appliances Showrooms |publisher=About.iceland.co.uk |access-date=25 August 2015}}</ref> Iceland Foods's sales for the year ended 27 March 2009 were £2.08 billion, a 16% increase on the previous year, with net profits of £113.7 million.<ref name="record">{{cite news | url=http://www.walesonline.co.uk/business/business-news/iceland-announces-record-sales-figures-2099936 | title=Iceland announces record sales figures | work=[[Wales Online]] | date=13 June 2009 | access-date=5 July 2016}}</ref> An additional Iceland Foods store opened in Dudley town centre on 2 December 2010 in part of the former [[Beatties]] department store, 21 years after their initial departure from the town.<ref>{{cite web|url=https://www.expressandstar.com/news/business/2010/08/23/iceland-in-move-to-former-beatties-store/ |title=Iceland in move to former Beatties store |work=Express & Star |date=23 August 2010 |access-date=3 November 2013}}</ref> In 2013, two labs, one in Ireland and another in Germany, on behalf of the Irish state agency FSAI, identified 0.1% equine DNA in some Iceland Foods products. Malcolm Walker caused controversy when on a BBC ''Panorama'' programme (18 February 2013) he was asked why the products had passed British tests but failed the Irish ones. He replied, "Well, that's the Irish, isn't it?".<ref name="irishtimes.com">{{cite web|url=http://www.irishtimes.com/newspaper/breaking/2013/0219/breaking20.html |title=Iceland boss apologises for comment about 'the Irish'|date=15 March 2013 |access-date=12 December 2016 |archive-url=https://web.archive.org/web/20130315052910/http://www.irishtimes.com/newspaper/breaking/2013/0219/breaking20.html |archive-date=15 March 2013}}</ref> In November 2013, the firm began selling appliances online again in partnership with [[DRL Limited]].<ref>{{cite web|url=http://www.thegrocer.co.uk/companies/iceland-appliances-to-sell-fridges-and-freezers-via-the-web/352058.article |title=Iceland launches white goods site in tie-up with AO.com owner DRL|work=The Grocer |date=28 August 2010 |access-date=28 November 2013}}</ref> In May 2014, the firm reintroduced online shopping, which had been dropped in 2007.<ref>{{Cite web|last=Vizard|first=Sarah|date=23 December 2013|title=Iceland to launch click and collect service|url=http://www.marketingweek.co.uk/sectors/retail/iceland-to-launch-click-and-collect-service/4008969.article|url-status=dead|archive-url=https://web.archive.org/web/20140122080626/http://www.marketingweek.co.uk/sectors/retail/iceland-to-launch-click-and-collect-service/4008969.article|archive-date=22 January 2014|website=Marketing Week}}</ref> In January 2018, Iceland Foods announced that it would end the use of plastic for all of its own-brand products by the end of 2023.<ref>{{cite news|url=https://www.bbc.co.uk/news/business-42692642|title=Iceland supermarket chain aims to be plastic free by 2023|access-date=16 January 2018|work=BBC News|date=16 January 2018}}</ref><ref>{{cite news|url=http://about.iceland.co.uk/wp-content/uploads/2018/01/Iceland-aims-to-be-plastic-free-across-own-label-range-by-2023-16.1.18.pdf|title=ICELAND AIMS TO BE PLASTIC-FREE ACROSS OWN LABEL RANGE BY 2023 |access-date=16 January 2018|publisher=Iceland|date=16 January 2018}}</ref> === Operations outside the UK === In 1996, eight stores were opened in Ireland, seven in [[Dublin]] and one in [[Letterkenny]]. They all closed down in 2005 owing to financial difficulties.{{Citation needed|date=January 2022}} In November 2008, Iceland Foods re-entered the Irish market, reopening a store in [[Ballyfermot]] in Dublin after agreeing a franchise deal with an Irish cash and carry company, AIM.<ref>{{cite web|last=Garvey|first=Anthony|title=Iceland returns to Ireland with franchise deal|url=http://www.thegrocer.co.uk/articles.aspx?page=articles&ID=196449|access-date=3 November 2013|publisher=Thegrocer.co.uk}}</ref> In November 2009, a second Dublin store reopened in [[Finglas]]. In November 2013, Iceland Foods acquired seven Irish stores which were previously franchised.<ref>{{cite web|date=28 August 2010|title=Iceland acquires its seven franchised Irish stores|url=http://www.retail-week.com/sectors/food/iceland-acquires-its-seven-franchised-irish-stores/5055247.article|access-date=28 November 2013|work=Retail Week}}</ref> Iceland Foods also operates stores in Spain and Portugal (countries with substantial British communities), in conjunction with Spanish-based retailer Overseas. The stores stock Iceland products as well as [[Waitrose]] produce.<ref>{{cite web|last=Lawson|first=Alex|date=27 February 2012|title=Iceland forms partnership in Czech Republic &#124; Refrigeration and Air Conditioning|url=http://www.racplus.com/news/iceland-forms-partnership-in-czech-republic/8626978.article|archive-url=https://web.archive.org/web/20151001124222/http://www.racplus.com/news/iceland-forms-partnership-in-czech-republic/8626978.article|archive-date=1 October 2015|access-date=3 November 2013|publisher=Racplus.com}}</ref> On 28 July 2012, the firm opened a store in [[Kópavogur]], Iceland,<ref>{{cite web|last=Morgunblaðið|date=3 July 2012|title=Iceland opens its first store in Iceland (in Icelandic)|url=http://www.mbl.is/frettir/innlent/2012/07/03/iceland_opnar_28_juli/|access-date=8 December 2014|publisher=mbl.is}}</ref> and subsequently in the capital, [[Reykjavík]].<ref>{{cite web|title=Iceland búðir|url=http://www.icelandbudir.is/|access-date=8 December 2014|publisher=Ísland-Verslun hf|language=is}}</ref> [[Sandpiper CI]] has six Iceland Foods franchise supermarkets in [[Jersey]] and four in [[Guernsey]].<ref>{{cite web|title=Iceland • SandpiperCI|url=http://www.sandpiperci.com/franchises/iceland|archive-url=https://web.archive.org/web/20131021215517/http://www.sandpiperci.com/franchises/iceland|archive-date=21 October 2013|access-date=3 November 2013|publisher=Sandpiperci.com}}</ref> Via franchise agreement with a local food importer and distributor, Iceland Foods operates in [[Malta]]. Initially, in 1998, this was the supply only of Iceland Foods-branded products to supermarkets, but in 2015 the operation opened stores in [[Birkirkara]], followed by [[Mosta]], [[Qawra]] and [[Marsaskala|Marsascala]] in 2018.<ref>{{Cite web|title=About Us {{!}} Iceland.com.mt|url=https://www.iceland.com.mt/index.php/about-us/|access-date=1 April 2018|website=www.iceland.com.mt|language=en-US}}</ref> The Malta offering differs substantially from that in the UK: there is a greater emphasis on non-frozen produce, and stores feature fresh fruit and veg, and bakery sections. ==Promotions== In 2006, a policy of "round sum pricing" was introduced,<ref name=":0">{{Cite web|title=The Dark Ages|url=https://about.iceland.co.uk/our-story/the-dark-ages/|url-status=live|archive-url=https://web.archive.org/web/20210122031142/https://about.iceland.co.uk/our-story/the-dark-ages/|archive-date=22 January 2021|website=about.iceland.co.uk}}</ref> with many products priced in multiples of 25p. 2006 also saw a surge in home delivery promotion, which is now one of the main focuses of the company. When a customer spends £25 or more whilst shopping in store, they have the option of free next-day home delivery, choosing from available timeslots. Customers can also shop online and receive free next day home delivery when they spend more than £40.<ref>{{Cite web|title=Terms & Conditions|url=https://www.iceland.co.uk/terms.html|access-date=18 January 2022|website=www.iceland.co.uk}}</ref> In October 2008, Iceland Foods launched the Bonus Card, a [[loyalty card]] and replacement for the original home delivery card. It allows customers to save money onto the card, with the firm putting £1 onto the card each time a customer saves £20, and gives occasional discounts, offers, and entry to competitions—including their main competition, in which each month one Bonus Card holder from every store wins the entire cost of their shop.<ref>{{cite web|url=https://www.iceland.co.uk/bonus-card/about-bonus-card/|title=Discover the Iceland Bonus Card – Bursting with benefits|access-date=23 August 2015}}</ref> ==Identity and marketing== [[File:Iceland logo.svg|thumb|left|Iceland Foods logo from 2001 until 2015, still used as a secondary logo]] Iceland Foods historically advertised with the slogan "Mums Love It", which was changed to "Are we doing a deal or are we doing a deal?" and "Feel the deal" in the early 2000s. From the mid-2000s ads featuring [[Kerry Katona]] saw a return to a slogan more traditionally associated with Iceland Foods – "So that's why mums go to Iceland!" Katona was dropped as the face of Iceland Foods in 2009, after a tabloid newspaper published pictures allegedly showing her taking [[cocaine]].<ref>{{cite web|url=https://www.theguardian.com/media/2009/aug/18/kerry-katona-iceland|title=Kerry Katona dropped by Iceland|author=Stephen Brook|work=The Guardian|access-date=23 August 2015}}</ref> She was succeeded by [[Coleen Nolan]], [[Ellie Taylor]],<ref>{{cite web|url=http://about.iceland.co.uk/_assets/files/NewFaceWinner.pdf |title=N'Ice Work Ellie |publisher=About.iceland.co.uk |access-date=25 August 2015}}</ref> [[Stacey Solomon]] and [[Jason Donovan]], who has also frequently appeared in the company's Christmas advertisement campaigns. [[Peter Andre]] is the current face of the firm.<ref>{{cite web|url=http://www.digitalspy.co.uk/showbiz/news/a591648/peter-andre-announced-as-new-face-of-supermarket-chain-iceland.html|title=Peter Andre announced as new face of supermarket chain Iceland|work=Digital Spy|access-date=23 August 2015}}</ref> The current main tagline is the truncated "That's why mums go to Iceland". Store fronts also bear the tagline "food you can trust", and carrier bags in stores bear the tagline "the frozen food experts". Since May 2015, the TV adverts have used the tagline and [[hashtag]] of "Power Of Frozen"<ref>{{cite web|url=http://www.foodbev.com/news/iceland-debuts-power-of-frozen-television-advertising-campaign/|title=Iceland debuts Power of Frozen television advertising campaign|work=FoodBev|access-date=23 August 2015}}</ref> and are fronted and voiced over by [[Peter Andre]]. When the chain bought rival [[Bejam]] in 1989, they launched the TV-advertising campaign "Use Our Imagination," which included a song. The campaign was launched so quickly after the takeover that they had no time to convert all Bejam stores to the "Iceland" fascia. Therefore, the song for the commercial featured the line "We're at Bejam's too..." In 2013, Iceland Foods stores appeared in a BBC documentary called ''[[Iceland Foods: Life in The Freezer Cabinet]]''. The firm was the main sponsor of the [[ITV (TV channel)|ITV]] reality TV show ''[[I'm a Celebrity...Get Me Out of Here! (UK TV series)|I'm a Celebrity...Get Me Out of Here!]]'' from its [[I'm a Celebrity...Get Me Out of Here! (UK series 6)|sixth series]] in 2006 until its [[I'm a Celebrity...Get Me Out of Here! (UK series 14)|fourteenth series]] in 2014. In 2018, Iceland announced they would end use of [[palm oil]] in all their own brand products due to concern over [[Social and environmental impact of palm oil|environmental impact of palm oil]].<ref>[https://www.theguardian.com/environment/2018/apr/10/iceland-to-be-first-uk-supermarket-to-cut-palm-oil-from-own-brand-products Iceland to be first UK supermarket to cut palm oil from own-brand products] ''[[The Guardian]]''. 10 April 2018</ref> It was the first major UK supermarket to ban palm oil.<ref>{{cite news|url=https://www.bbc.co.uk/news/business-43696948|title=Iceland supermarkets to ban palm oil in own-brand products|work=BBC News|access-date=14 January 2019}}</ref> In January 2020/2021, Iceland Foods stores appeared in two [[Channel 5 (UK)|Channel 5]] series called ''Inside Iceland: Britain’s Budget Supermarket''.<ref>{{Citation|title=Inside Iceland: Britain's Budget Supermarket (TV Series 2020) - IMDb|url=http://www.imdb.com/title/tt11595630/|access-date=4 May 2021}}</ref><ref>{{Cite web|title=Inside Iceland: Britain's Budget Supermarket|url=https://www.sky.com/watch/title/series/10e2f9ca-1ac3-4b75-9fa5-76aec1feb539/inside-iceland-britain-s-budget-supermarket-10e2f9ca-1ac3-4b75-9fa5-76aec1feb539|access-date=4 May 2021|website=Sky|language=en-GB}}</ref> === Sub-brands === [[File:Swift Four Lane Ends.jpg|thumb|The first Swift store in [[Longbenton]], Newcastle upon Tyne]] In 2014 Iceland Foods announced a sub-brand, The Food Warehouse,<ref>[https://www.thefoodwarehouse.com/ Welcome to The Food Warehouse by Iceland Foods] thefoodwarehouse.com Retrieved 27 December 2021</ref> a larger wholesale-type store which sells the same items as other Iceland Foods stores, but in bulk.<ref name="TheGrocer.co.uk">{{cite web|last1=Halliwell|first1=James|title=Iceland to launch new Food Warehouse discount store|url=http://www.thegrocer.co.uk/channels/discounters/iceland-to-launch-new-food-warehouse-discount-store/369617.article|website=TheGrocer.co.uk|access-date=21 February 2017|language=en|date=18 July 2014}}</ref> As of 2021 there are 140 Food Warehouse stores.<ref name="swiftgrocer"/> In April 2021, Iceland Foods announced another sub-brand, Swift, for convenience stores.<ref name="swiftgrocer">{{cite web|last1=Farrell|first1=Steve|date=19 March 2021|title=Swift: what is it like inside Iceland’s new convenience store?|url=https://www.thegrocer.co.uk/store-design/swift-what-is-it-like-inside-icelands-new-convenience-store/654390.article|access-date=3 April 2021|website=The Grocer|language=en}}</ref> ==Controversies== {{criticism section|date=March 2022}} ===Dispute over the trademark "Iceland"=== Iceland Foods Ltd has been accused by the government of [[Iceland]] of engaging in abusive behaviour by trademarking the name of the country, and of "harass[ing] Icelandic companies and even the Icelandic tourism board" by pursuing legal action against Icelandic companies which use the name of their country in their trading names.<ref name="icelandmag.is">{{cite web|url=https://icelandmag.is/article/no-solution-sight-absurd-trademark-dispute-between-iceland-and-uk-supermarket|title=No solution in sight in absurd trademark dispute between Iceland and UK supermarket}}</ref> In November 2016, the Icelandic government filed a legal challenge at the [[European Union Intellectual Property Office]] (EUIPO) to have the company's trademark invalidated "on the basis that the term 'Iceland' is exceptionally broad and ambiguous in definition, often rendering the country's firms unable to describe their products as Icelandic".<ref name="Guardian24112016">{{cite news|url=https://www.theguardian.com/world/2016/nov/24/government-of-iceland-to-challenge-retail-chain-iceland-over-name-use|title=Iceland government challenges retail chain Iceland over name use|last=Butler|first=Sarah|work=The Guardian|date=24 November 2016|access-date=24 November 2016}}</ref> The ''Iceland Magazine'' noted that: :Iceland Foods was founded in 1970, but only acquired the Europe wide trademark registration of "Iceland" in 2005. According to the Sagas Iceland, the nation, was established in 874. It is an insult to common sense to maintain that the supermarket chain has a stronger claim to the trademark than the country.<ref name="icelandmag.is"/> In April 2019, The EUIPO invalidated the Iceland trademark.<ref name="ABC">{{cite news|url=https://www.abc.net.au/news/2019-04-13/iceland-country-secures-trademark-win-over-supermarket-chain/10999984|title=Iceland wins EU trademark battle against United Kingdom-based supermarket chain|access-date=9 November 2019}}</ref> ===2018 Rang-tan advert controversy and ban=== {{See also|Clearcast#Denial of Greenpeace video submitted by Iceland Foods Ltd (2018)}} In November 2018, Iceland Foods submitted a version of an animated short starring a fictional [[orangutan]] named Rang-tan (originally released by [[Greenpeace]]<ref name="GreenpeaceIntl-PR-180817">{{cite press release|title=World Orangutan Day: Numbers in decline despite Indonesian government's claims |url=https://www.greenpeace.org/international/press-release/18064/world-orangutan-day-numbers-in-decline-despite-indonesian-governments-claims/ |access-date=14 November 2018 |publisher=[[Greenpeace|Greenpeace International]] |date=17 August 2018}}</ref>) to [[Clearcast]], but the [[Clearcast#Rang-tan advert|submission was denied]].<ref name="Clearcast-PR-181109">{{cite press release|title=Iceland advert |url=https://www.clearcast.co.uk/press/iceland-advert/ |access-date=14 November 2018 |publisher=Clearcast |date=9 November 2018}}</ref> Iceland Foods originally planned to utilise the short as the television advertisement that Christmas season, as an extension of their earlier [[palm oil]] reduction campaign.<ref name="PRWeek-181109">{{cite news |last1=Gwynn |first1=Simon |title=Clearcast halted Iceland's plans to reuse Greenpeace 'Rang-tan' film |url=https://www.prweek.com/article/1498526/clearcast-halted-icelands-plans-reuse-greenpeace-rang-tan-film |access-date=14 November 2018 |work=[[PRWeek]] |publisher=[[Haymarket Media Group]] |date=9 November 2018}}</ref> ==Outlets== [[File:Iceland In Spain.jpg|thumb|An Iceland store in [[Torrevieja]], Spain]] {| class="wikitable" |- ! Country ! Number of stores |- | United Kingdom | 960+ |- | Ireland | 27<ref>{{cite web |title=Iceland IE store finder |url=https://www.iceland.ie/storefinder/ |access-date=16 June 2020}}</ref> |- | Spain | 15<ref>{{cite web |title=Iceland International |url=https://www.icelandinternational.com/franchises/spain/ |access-date=16 June 2020}}</ref> |- | Czech Republic | 11<ref>{{cite web |url=http://www.iceland.cz/kontakt/prodejny/ |title=Iceland Czech a.s. |publisher=Iceland Czech a.s. |access-date=16 June 2020}}</ref> |- | Iceland | 7<ref>{{cite web|title=Official Iceland (Iceland) Website|url=http://icelandbudir.is/|access-date=4 December 2016}}</ref> |- | Norway | 5<ref>{{cite news |url=https://www.icelandmat.no/butikker|title=Our stores (Norwegian) {{!}}Own page |date=7 September 2019 |access-date=7 September 2019}}</ref> |- | Jersey | 5<ref name="sandpiperci.com">{{cite web |url=http://www.sandpiperci.com/store-finder/iceland |title=Iceland – Sandpiper CI |publisher=Sandpiper CI |access-date=21 September 2015}}</ref> |- | Malta | 4<ref>{{cite news|last=Bonello|first=Claire|title=Supermarkets 'r' us?|url=http://www.timesofmalta.com/articles/view/20080413/opinion/supermarkets-r-us.203933|date=13 April 2008|work=[[Times of Malta]]|archive-url=https://web.archive.org/web/20110527144417/http://www.timesofmalta.com/articles/view/20080413/opinion/supermarkets-r-us.203933|archive-date=27 May 2011|oclc=220797156}}</ref> |- | Guernsey | 4<ref name="sandpiperci.com" /> |- | Portugal | 4 |- |} {{Clear}} ==References== {{Reflist|30em}} ==External links== {{Commons category|Iceland (supermarket)}} * [http://www.iceland.co.uk/ Iceland (UK)] * [http://www.iceland.ie/ Iceland (Ireland)] {{Iceland Foods Ltd}} {{UK supermarkets}} {{Supermarkets in Ireland}} {{Authority control}} {{DEFAULTSORT:Iceland (Supermarket)}} [[Category:British companies established in 1970]] [[Category:Privately held companies of the United Kingdom]] [[Category:Retail companies established in 1970]] [[Category:Retail companies of the United Kingdom]] [[Category:Supermarkets of Spain]] [[Category:Supermarkets of Portugal]] [[Category:Supermarkets of the Czech Republic]] [[Category:Supermarkets of the Republic of Ireland]] [[Category:Supermarkets of the United Kingdom]] [[Category:Welsh brands]] [[Category:1970 establishments in Wales]]'