We were the first UK Supermarket to remove artificial colourings, flavourings, and non-essential preservatives from our own branded products – 19 years before Marks & Spencer.
In the same year, we were also the first UK supermarket to ban monosodium glutamate (MSG) from our own brand products. Marks & Spencer didn’t do this until 2003.
In 1990 we took the lead in banning mechanically recovered meat (MRM) from all of our own brand products.
In 1998 we became the worlds first national food retailer to ban genetically modified (GM) ingredients from our own products.
In 2006 we removed all hydrogenated fats (man-made trans fats) from our own brand products – the same year as Marks & Spencer.
Iceland does not stock, and never has stocked, "white pack" low-quality, economy food.
All Iceland brand products are subject to rigorous testing to ensure they meet the high standards of quality we specify.