When you think Iceland, you might think cheap frozen food and bad celebrity adverts starring Kerry Katona. What you should be thinking is that Iceland is the first supermarket to remove MSG from its shelves, palm oil from its own products, prove the nutritional power of frozen and for making a 2023 plastic-free pledge. It’s a truly inspirational business that were challenged by misguided views that didn’t represent the amazing work done in Iceland.
This poor impression was also having a negative impact on how they we’re viewed as employer. So, the challenge was clear; remove the association of a value retailer that only hired value employees.
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