It seems to have been a success with the store busy most days and all day. Before ICELAND the Marks and Spencers by the bridge kept their prices very high because they had the monopoly. Since then it has been noticable that M&S have introduced their better offers in Mill Hill !
ICELAND has a wide range of Frozen Foods as you would expect. For just £3 you can get frozen chicken strips pre cooked which are ideal for stir frying ! and there are loads of frozen party foods such as Prawn Kebabs which come in at 3 packs for just £5 which must make having a few friends over a breeze.
There is also a small fresh produce section with fruit, veg and salad with most things coming in at under £1 and it is decent quality. A fresh meat section is also worth a look and finally its small off licence section has some "Own brand" stuff which is once again ideal for parties instead of buying the expensive name brands.
With friendly staff the shop offers alot top shoppers wanting to stock up their freezer with some emergency meals and for basics. Milk and Bread are the cheapest on the Broadway at ICELAND ( 2 Kingsmill Loaves for £1.50 ) and milk at £1 for 2 pints.
The knock on effect has been to bring more shoppers to the Broadway and hopefully those shoppers will use the other shops and cafes.
If you have not checked it out then why not pay it a visit,