Major change coming to Iceland after 20 years to make supermarket more inclusive

Iceland has decided to change its slogan after twenty years, in a bid to be more inclusive.

Over the years, the budget supermarket has had many celebrity ambassadors – from Peter Andre to Jason Donovan.

But when you think of Iceland, you no doubt think of Kerry Katona, the former Atomic Kitten singer who fronted Iceland’s campaign between 2004 and 2009.

It was also during her post that the phrase ‘that’s why mums go to Iceland’ was rolled out. But now, the retailer is changing its slogan to be more reflective of families.