POUNDLAND will be extending its new frozen food range to Accrington from September 9 as part of the chain’s transformation programme, known as Project Diamond.

Already more than 60 stores nationwide have been converted so that they now play host to ‘shops-in-shops’ that specialise in frozen and chilled food.

New products for sale will include Ginsters, Cathedral City, Lurpak, Sutherland deep fill sandwiches, Rustlers cheeseburgers, Bernard Matthews chicken breast and Birds Eye cod fillets, plus brands such as Aunt Bessie’s, McCain and Young’s.

Poundland retail director Austin Cooke said: “Our team has really cracked on over summer and converted up to five stores a week as part of our transformation plans.

“We’ve had a fantastic response from customers where we’ve introduced the new chilled and frozen ranges and they tell us they love the choice and amazing value we are offering.”

Poundland, which employs around 18,000 staff at branches around the country, has developed the ranges in partnership with Fultons Foods, a regional frozen food specialist with 90 stores across the North of England.

As well as frozen and chilled food, the transformation will include the rollout of simple pricing across all stores, the opening of additional “shop-in-shops” for family fashion, and investment in new back office technology.

The company says that the work on these transformations is being carried out in line with official guidance on safe working during the coronavirus outbreak and the revamped stores will provide the same standards of hygiene to protect customers and staff.

Along with Accrington’s branch, seven more stores across the North West are set to be revamped over the course of September, including Middlebrook Retail Park and Blackpool Retail Park.

Directors hope that this will act as an important staging post as the company moves from single price retailer to one that extends its price range above and below the £1 mark in order to offer a wider range of products.