Executive chair Richard Walker says he wants to advocate for customers and colleagues and narrow the gap between government and British high streets

Iceland's manifesto highlights key political issues affecting its customers

Iceland’s manifesto highlights key political issues affecting its customers

Iceland has released the UK’s first-ever ‘supermarket manifesto’ ahead of the upcoming general election.

The manifesto, entitled Frozen Out, aims to provide a platform for customers’ voices as the nation prepares to vote on 4 July, the supermarket chain said.

The document draws on data from a survey of over 6,500 shoppers, as well as feedback from listening panels held at Iceland stores.

It highlights several key issues affecting consumers. For example, 75 per cent of respondents feel worse off now than they did in 2021, underscoring the ongoing impact of the cost-of-living crisis despite recent improvements in inflation figures.

The survey also revealed significant dissatisfaction with public services. When it comes to healthcare, 16 per cent of respondents said they are never able to secure a GP appointment, and 22 per cent have stopped trying to do so altogether.

In addition, only 27 per cent expressed satisfaction with the local council services in their area, with many concrned about the quality of education for their children.

Interestingly, despite the prevailing discontent, the manifesto indicates that 39 per cent of Iceland’s customers are still undecided on who to vote for.

Richard Walker, the executive chair of Iceland Foods, has been an outspoken supporter of the Labour Party and its leader, Keir Starmer, during the election campaign. 

He said: “The gap between high office and British high streets has never been bigger. Our colleagues and customers have made it clear that they feel their voices are not being heard.

“We are determined to change this by leveraging Iceland’s business platform to advocate for them and hold politicians accountable.”

Walker stressed that the release of this manifesto is merely the beginning of Iceland’s efforts. “The general election campaign is the perfect starting place – even if it came a little sooner than expected – but this manifesto is only the start for us.

“These issues aren’t going away any time soon and we are going to build on this. And, if we succeed, we hope it will help form the basis on which to rebuild British high streets by placing people at the heart of the strategy instead of politics.”