Iceland Foods is collaborating with Alliance to launch the first Channel Island Food Warehouse, with five outlets promised across Guernsey and Jersey this year.

Shoppers heading to the Braye Road today (23 January) will find a new look store with 70 freezer cabinets stocked with more than 5,500 product lines.

Commercial Director Laura Gordon says the Food Warehouses will mean islanders can still buy Iceland-exclusive brands such as Slimming World, Greggs, and TGI Friday’s after  Sandpiper's franchise deal with the frozen food retailer ended..

The ten Channel Islands stores that have operated as Iceland were part of the sale of 38 supermarkets to Morrisons. Existing Iceland branding and products will go from the current outlets by this summer. 

Laura Gordon hopes Iceland Foods' collaboration with Alliance will make a full shop more affordable.

"Clearly we have to reflect the environment that we're in, but we are working hard to deliver value-beating lines.

So we’ve got the introduction of £1 lines, that's new to the islands, that were previously at different price points, and we are working at different mix and match pricing."

Operations Director Keiran Poole says they have invested seven figures in the Vale store, and plan to expand across the Channel Islands.

"Over the course of the next several weeks, we will move our focus to Jersey, where we will be opening two new stores come March.

Following that we aim to have another two new stores, location dependant at the moment, on either island, by September.

That will give us five new stores by the end of this financial year."