Themes

Freezer centres

Between 1972 and 1973 sales of frozen foods and freezers had increased by over 30%. Inspired by the success of  new freezer-food outlets such Bejam, Alpine Everest, Cordon Bleu and Dalgetty, Sainsbury’s opened its own chain of freezer centres.

This new venture provided an opportunity for Sainsbury’s to make use of the prime high street locations formerly occupied by counter service stores, but too small for conversion to supermarket trading.

The first freezer centre was opened at Southbourne near Bournemouth in 1974, but was not an immediate success as few of the local (mainly retired) population owned a freezer. However, nine other freezer centres were opened by the end of the year and proved much more successful.

Freezer centre opening leaflet

The new freezer centres sold over 3000 different products, the majority of which were large pack sizes which offered considerable price savings. Promotional material for the stores often featured the slogan: ‘Quality in Quantity at Sainsbury’s new Freezer Centres’.

Find out more about Sainsbury's frozen food range


Maidenhead freezer centre


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