‘Swift’ new supermarket launches in Newcastle – two Midlands towns being ‘looked into’

Mason Moore | Hinckley Reporter | 18 March 2021

BOSSES of Iceland’s newest store, Swift, have said they will ‘look into’ setting up shop in either Nuneaton or Hinckley.

Pictured: The interior of Longbenton’s Swift (Graham Soult)

The new supermarket, named Swift, is a newly-launched sub-division of Iceland Foods, and is a project being heavily backed by Iceland’s Managing Director, Richard Walker, and Head of Space, Matt Downes.

Benton in Newcastle upon Tyne was selected as the first location in England to trial the new store to savvy shoppers, in a unit that was once home to Iceland.

Social media profiles have been launched for Swift Supermarkets, however the profiles currently sport no media content on them at the time of publication (18 March).

Unlike their parent company of Iceland Foods, or sister company, Food Warehouse, the store does not just stock frozen food, but instead stocks a varied range, such as fruit, vegetables, quick ready meals, meat, poultry, fish, deli, milk, dairy, desserts, and alcohol.

Prominent brand signage at the new Four Lanes End Store promises shoppers a ‘Fast, fresh, local’ approach to their weekly shopping experience.

The Hinckley Free Press approached Richard Walker on popular social media microblogging platform, Twitter, asking if Swift would ever set up shop in either Hinckley or Nuneaton.

Richard’s response was surprisingly encouraging and provided optimism to local retail enthusiasts, with the Iceland boss showing intrigue in the two towns.

In his Tweet, sent early at 7.30am this morning from his verified Twitter account (@icelandrichard), he said: “Good idea! [I] will take a look”.

Pictured: Richard’s response (Twitter)

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