‘Safe, fast and local’ drives new food format strategies

Customers’ desire for low touch and convenient experiences is at an all-time high following the pandemic, with safety and speed the top drivers when grocery shopping. 

In response, UK supermarket brands are launching new ‘local’ formats that offer products and services for customers’ daily needs – from household essentials to fresh food-to-go, encouraging repeat visits throughout the week. Tech plays a key role, providing shoppers with a touchless experience that seamlessly picks up where they left off online or in-store via their phones, amplifying safety and convenience.

Amazon Fresh opened its second location in Wembley Park, London. The store features Amazon’s Just Walk Out technology, where customers activate their Amazon account by scanning their phone upon entry, and ceiling cameras and shelf sensors track items and charge them to shoppers’ accounts when they leave. The store sells prepared meals, a curated selection of groceries, as well as Amazon devices.

Iceland opened the first trial store of its convenience format called Swift, in Newcastle, UK. The store aims to be ‘Fast. Fresh. Local’ offering customers a wide range of fresh and frozen meal solutions. Iceland plans to roll out the format to over 1000 stores in the UK if the trial is successful.



Amazon opens its second Amazon Fresh store in London, UK

UK Supermarket Iceland opens new convenience format under ‘Swift’ brand



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Image courtesy of  Wembley Park

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