Lobsters for £6 and steaks for £4… Iceland unveils luxury range but still competes with Aldi and Lidl on price
The budget chain has splashed £2.5 million on introducing a range of gourmet food
SUPERMARKET chain Iceland has had a huge revamp - and is now offering an all-new range of luxury food at affordable prices.
The budget chain has splashed £2.5 million on introducing a range of gourmet food, devised in a newly-built test kitchen where expert chefs have been working alongside supermarket bosses.
And the expertise of Iceland's new chefs has led to the supermarket giant raising the steaks with their new food range - which is available at surprisingly affordable prices.
Luxury gaucho rump steaks for £4 each and £6 whole lobsters are among some of the impressive new offerings, which are set to boast top quality ingredients without breaking the bank.
The move to introduce the new range comes as the supermarket chain steps up its competition with rivals Lidl and Aldi, which made headlines recently thanks to their popular premium steaks.
Iceland chief executive Malcolm Walker told that he is keen to change the store's perception, without turning his back on the chain's loyal customer base.
He said: "We are not trying to go upmarket.
"Customers know our products are cheap but we want them to realise we don’t skimp on quality.
"There is huge snobbery about frozen food being low quality in this country. It isn’t.
"One of the most successful supermarkets in France is Picard which sells only frozen foods made with great ingredients.
"If the French aren’t stuck up about frozen food, why should we be? We sell inexpensive food but if you want octopus, monkfish or scallops we have it too.”
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Iceland, which faces a bizarre legal battle with the country of the same name, employed chefs Neil Nugent and David Lennox to lead the way in developing the new range.
And the kitchen gurus have devised a new selection which boasts enticing seafood options, alongside meaty mains and luxury deserts.
The new range includes:
New York cheesecake, £3.
Chateaubriand, £10.
Seafood Medley, £3.50.
Exotic Mousse, £2.50.
Fish/seafood casserole, £3.50.
Lobster, £6.
2 Luxury gaucho rump steaks, £8.
2 Luxury duck breasts, £7.
Luxury surf & turf, £10.
Frutti di mare seafood in tomato & herb sauce, £3.50.
Luxury rack of lamb, 440g, £7.04.
Sugo Alle vongole clams in tomato & herb sauce, £3.
Luxury uncooked Canadian lobster tails, £10.
Luxury 2 chocolate and hazelnut marquise, £2.50.
Arctic sliced octopus, £5.
Luxury 2 whole poussins with bacon, £5.
Luxury 2 Pot Au Chocolate, £2.50.