A frozen food range from Iceland has picked up the title of best own-brand label of the year at a prestigious awards.
Iceland’s Luxury range – which includes £11 Uncooked Canadian Lobster Tails and £3 Wagyu Steak Burgers – beat discount rival Aldi as well as ASDA, M&S and the Co-op to be awarded a Grocer Gold medal at the The Grocer Gold Awards 2018.
The range is mostly made up of frozen items, such as £10 Luxury Chateaubriand with Red Wine Sauce, and £2.50 Luxury Venison Quarter-Pounders.
Iceland’s Luxury range includes £11 Uncooked Canadian Lobster Tails
Tesco was also named Britain’s Favourite Supermarket, while Aldi won Best Grocer of the Year.
Ocado was crowned best Online Supermarket of the Year.
Iceland’s own-brand range has expanded hugely in the last year, adding 60 new items including a £6 Raspberry and Pistachio Four-Layered Pavolva and £1 Four-Slice Brioche Rolls.
The Luxury range was introduced by Iceland to give its shoppers more choice and to attract more customers.
Iceland’s range also includes Luxury Wagyu Beef Quarter Pounders (£3, left), and Venison Quarter Pounders (£2.50, right)
Iceland’s Head Chef Neil Nugent, who worked with the Craft Guild of Chefs to test the range, said: ‘We have developed our Luxury range with care and precision, only adding the very best food to the label.
‘We’re so proud of the Grocer Gold win and we’ll continue to create delicious products to join the rest of the range.’
The retailer has sold over half a million lobsters every year since the Cooked Canadian Lobster was introduced for Christmas 2014.
Other winners at the Grocer Gold Awards, which were held this weelk, included Londis, which was awarded Symbol/Franchise Convenience Retailer of the Year.
Sainsbury’s picked up two gongs for Availability and Customer Service, while ASDA won a price award.