With growing consumer demand for convenience foods, Swedish retailer is to open ten new ICA To Go stores over the coming two years.
The retailer will also expand the concept within its existing ICA stores. In some of the ICA To Go stores ICA will test out a retailer model in which the store is run by a local retailer.
According to ICA, the ICA To Go concept has been piloted in Stockholm for three and a half years and 'customers have appreciated the product range, the prices and the fact that the food is seen as healthy'.
'ICA To Go focuses on high quality fresh ready-prepared meal solutions. ICA To Go is particularly aimed at breakfast and lunch, but also offers a wide range of snacks'.
“We want to reach customers who want fresh, ready-prepared food to take out and eat straight away,” says Anders Svensson, CEO of ICA Sweden. “This is a way for us to increase our presence in towns and cities and make people’s lives easier.”
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
