Iceland launches new ‘heavy’ baskets and trolleys in UK grocery store first

The supermarket has launched a new prototype to help customers achieve their fitness goals while doing their weekly shop

Iceland is shaking up its baskets and trolleys with a unique change. The supermarket has introduced the world’s first set of dumbbell shopping baskets and trolley sledges, making every store visit a chance to get fit.

According to research by Iceland Foods, a whopping 48% of Brits are concerned about their fitness levels, and 31% yearn for more time at the gym. In an innovative move, Iceland has unveiled prototype shopping equipment that lets customers smash their fitness goals while they pick up their bananas and bread.

The survey from Iceland has shown that 37% of people in Britain set themselves a health goal come New Year’s, with over half (56%) admitting they’d love to squeeze in a workout while dashing around the supermarket. To serve these aspiring gym-goers, Iceland has launched a hefty 15kg dumbbell basket that’ll give shoppers’ biceps a burn as they browse the shelves.

Plus, Iceland has also introduced a 25kg sledge trolley for those wanting to amp up their shopping spree into a full-blown gym session. The news of this new gear has sparked excitement among half of Britain’s regular supermarket shoppers (50%), who are keen to give it a whirl, reports the Mirror.

Cheering on this fresh approach to fitness, Paul Dhaliwal, Chief Commercial Officer at Iceland Foods, declared: “It’s time for that ‘new year, new you’ mantra. In all honesty, though, most people don’t have the time or just simply don’t like going to the gym.

“Therefore, we have incorporated the gym workout into the weekly shop and listening to shopper feedback, it’s something that could change the way we shop forever.” Iceland says up to 20% of Brits count on their weekly shopping trip as their main source of exercise.

Additionally, a hefty 42% of people are not comfortable in gym settings, and 37% feel awkward exercising there. About 35% even get put off by fellow gym-goers. But now, Iceland is giving people the chance to mix workouts with weekly chores.

Alongside the rollout, Iceland has launched new Myprotein’s muscle-loving snacks. The protein-rich food starts from £3, ranging from Chicken and Beef Burrito Bowl, Chinese Banquet, to barbecue Chicken and Chorizo Lasagne. Each contains 56g of protein and are part of a 3 for £10 mix and match offer.