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Smiles in the aisles

Iceland named UK’s top supermarket for customer satisfaction, with high scores for ethics
Katie Hill - Editor-in-Chief, My Green Pod
Smiles in the aisles at Iceland

Iceland has beaten rivals including Aldi, Lidl, Sainsbury’s and Waitrose to be crowned the top supermarket for customer service – and one of the best companies in the UK for delivering customer satisfaction.

The retailer’s sustainability initiatives are clearly striking a chord with customers, who rewarded Iceland with high scores for emotional connection and ethics.

According to the new figures, released by The Institute of Customer Service, Iceland scored an impressive 83.2 – significantly higher than the national average for supermarkets (77.7).

The score is made up of 30 different customer measures, including quality and range of products, price and helpfulness of staff.


The triumph follows a ground-breaking year for the Iceland, which has focused on sustainability and product innovation.

January saw the announcement of the retailer’s pledge to eliminate single-use plastic across its own-label range by 2023, and in April the retailer said it would remove palm oil from all own-label products made by the end of 2018 – a commitment it has fulfilled.

September saw the expansion of Iceland’s vegan range with 13 products joining the award-winning No Bull Burger.

Iceland’s now famous ‘banned’ Christmas advert, Rang-tan, redefined festive advertising and is now the most viewed UK Christmas advert of all time. Click here if you haven’t seen it yet.

Iceland’s sustainability commitments and successes resonated with customers, who rewarded the supermarket with an incredible score of 81.7 for its emotional connection and 80.9 for ethics.


Iceland was also the first UK supermarket to install reverse vending machines in stores, in support of the government’s proposed Deposit Return Scheme in England and in line with the retailer’s goal to reduce the impact of single-use plastics. Click here for more about Iceland’s DRS trial.

Reverse vending machines reward individuals for recycling, by offering money or vouchers in return for empty containers. Iceland’s reverse vending machine accepts any Iceland plastic beverage bottle and repays customers with a 10p voucher for each bottle recycled.

Since the launch of the trial six months ago, a total of 311,500 bottles have been scanned into the reverse vending machines in stores across the UK.

In November alone, a daily average of 2,583 bottles were recycled across the four sites, with an average of £250 in coupons refunded per day.

Click here to see how UK supermarkets rank for plastic.

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