A new Iceland convenience store has opened up in Wembley.

The frozen food retailer has been slowly rolling out branches of its new stores, ‘Swift’, across the UK, selling a full range of store cupboard essentials as well as chilled and fresh food.

Swift has now opened its doors at High Road in Wembley Central, just next to the station.

The Wembley branch marks the second pilot shop as three more are still set to launch.

Richard Walker, managing director at Iceland said: “We recently opened our second Swift store, in Wembley, as our trial of the convenience format continues.

“Swift stores offer a convenience store layout, with an enhanced range of chilled food and ambient grocery and a condensed frozen range.

“We are exploring three additional Swift store openings to widen our trial, all inside the M25, and look forward to seeing how customers respond to our ‘Fast, Fresh, Local’ proposition.”