Iceland is a chain of British supermarkets which was taken over by the Icelandic company Baugur. The first store in the chain was opened in Oswestry in 1970 to sell loose frozen food. In 1989, the chain acquired its main rival, Bejam. By 8 January 2004, the chain had grown to 760 stores throughout the British Isles.
Iceland's products include frozen prepared meals (aimed at single mothers) and frozen vegetables (aimed at pensioners). However, it has widened its range in recent years, and now sells a fairly wide selection of groceries.
The supermarket historically advertised with the slogan That's why mum's gone to Iceland, however now the slogan is Because mums are heroes.
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