Hundreds of shoppers queued at Iceland stores on launch day to secure the Christmas Dinner in a Box early, after last year's range sold out in record time. The festive box, priced at £30, went on sale this week, still two months before Christmas.
Expanded Range and New Options
Iceland has expanded the range this year, adding three new Christmas boxes: beef, chicken, and gammon. Extra gravy has also been included to ensure there is plenty to go around. The classic Turkey Christmas Dinner in a Box returns alongside the new additions.
The £30 box contains a frozen, skin-on turkey breast joint coated in cracked black pepper and dried parsley, with luxury beef-dripping roast potatoes. It also includes honey-glazed parsnips coated in orange-blossom honey, Chantenay carrots with maple glaze and butter, and brussels sprouts in a herb glaze with smoked bacon.
Strong Demand Expected
For trimmings, shoppers receive 16 pork, onion and sage stuffing balls, as well as 12 pigs in blankets. The launch drew eager shoppers to stores, including one in Trafford, Manchester, where lines were reported to be “hundreds deep”.
Iceland is expecting strong demand over the next eight weeks as the craze for the Christmas Dinner in a Box continues. An Iceland spokesperson said: “We can hardly believe the response on the first day, the queue was out of the door.”
More Boxes to Come
The spokesperson added: “It’s clear shoppers have been eager to get their hands on the now famous Christmas Dinner in a Box. It was so popular last year that it seems people are determined not to miss out this time around.”
“There’s more to come too, with additional boxes and new options arriving soon,” they said.
