It has been announced via a Which? annual supermarket survey that Iceland is Britain’s “best online retailer”.

Figures show that customers scored the supermarket 77% along with a five-star rating for value for money, convenient delivery slots and offers, putting them ahead of the exclusive digital supermarket Ocado.

Iceland Founder and CEO, Malcolm Walker, commented: “We are thrilled to have received this huge accolade from such a discerning publication as Which?, Iceland pioneered home delivery in the UK 20 years ago, and launched the first nationwide online shopping service in 1999, so I can say with confidence that we have more experience in this area than anyone else. Since we relaunched online in 2013 our service has grown rapidly thanks to our easy-to-use website, great products and brilliant people – and we now make around nine million home deliveries every year.”

Along with the five star rating, Iceland also scored four-star ratings on the quality of its own label and fresh products, as well as items being available and driver’s service.

Figures also show that Iceland now rank fourth on the in-store list which puts them ahead of other supermarkets such as Morrisons, Asda and Sainsbury’s.
Mr Walker added: “We are committed to delivering an exceptional range of great tasting and great value products through Britain’s best online shopping service and to bringing our customers continued excellence in all aspects of the Iceland shopping experience.”