DeeDee's, a café inside U.K. home goods retailer The Range's new concept store, offers the chance to taste a new line of frozen meals created in collaboration with Iceland Foods

Buying frozen food at the grocery store is always a gamble—there's no guarantee that what looks fine on the package will taste as good once it gets home. But now U.K.-based home and garden brand The Range is completely changing the way shoppers think about those pre-made meals by serving them in an in-store restaurant.

Inside the retailer's Paignton, England concept store, a restaurant called DeeDee's serves up meals that are also available in branded freezers. The line was created in partnership with Iceland, a U.K.-based supermarket that specializes in frozen foods. And, according to The Range, the Paignton store is just the beginning of a relationship between the brands, which will partner for an eventual 27 in-store activations.

With this move, The Range can foray into food and Iceland can expand its footprint, marking a success for both brands. As shoppers visit and buy from DeeDee's, both retailers get a chance to show off a new kind of grocery shopping experience, one that's right on trend with other experiential activations.

The Range | Iceland


Lead image: Nathan Dumlao/Unsplash

Buying frozen food at the grocery store is always a gamble—there's no guarantee that what looks fine on the package will taste as good once it gets home. But now U.K.-based home and garden brand The Range is completely changing the way shoppers think about those pre-made meals by serving them in an in-store restaurant.

Inside the retailer's Paignton, England concept store, a restaurant called DeeDee's serves up meals that are also available in branded freezers. The line was created in partnership with Iceland, a U.K.-based supermarket that specializes in frozen foods. And, according to The Range, the Paignton store is just the beginning of a relationship between the brands, which will partner for an eventual 27 in-store activations.