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 Iceland (supermarket) - Definition 

An Iceland
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An Iceland supermarket

Iceland is a chain of supermarkets owned by The Big Food Group, which specializes in frozen food. 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.

Offers at Iceland consist of frozen prepared meals (aimed at single mothers) and frozen vegetables (aimed at pensioners).

The supermarket historically advertised with the slogan That's why mum's gone to Iceland, however now the slogan is Because mums are heroes. Baugur investment company is the single biggest owner of stores with a 22% share in the company and is currently thinking of taking over the company.

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