Until recently, Iceland (the store, not the country) was synonymous with fish fingers and convenience frozen meals. Not a bad thing in itself, but hardly the go-to shop for the new generation of foodies demanding the latest, most instagrammable foods. But that’s all changed – Iceland has undergone a dramatic transformation right under our very noses. The fish fingers and frozen meals are still there, yes, but among them you will find an incredible selection of both fresh and frozen produce that deserves space in your fridge/freezer and on your table. That’s why I was very excited to attend the Iceland Autumn Collection event at London’s trendy Aveqia.
The extensive and ambitious menu promised much but delivered so much more. Once we were all seated at a big communal table, with chefs cooking right behind us, little dishes began appearing with dizzying speed. First up was the crab taco with deep fried avocado – incredibly delicious and a total game changer. Did you know Iceland do frozen avocado?? Eight halves cost just £2.50 and, unlike their fresh counterparts, they are never underripe or, worse still, black and rotten inside. I don’t mind telling you I have invested in a few bags already – but they are selling out fast so grab them while you can!
Another absolutely stand-out dish was the tuna tartare with cauliflower rice (above) – the tuna was so succulent and full of flavour that I cannot wait until it hits the stores. Freezing fish as soon as it is caught locks in all the freshness and nutrients and the Iceland seafood range has several awards to prove it. The rainbow trout and red Argentinian shrimp (below) were exceptional too and I was rather gutted when my shrimp dish was whisked away before I managed to inhale every last bit of it. Pure greed on my part of course, considering how many more dishes were vying for table space.
Iceland have had great success with their Slimming World meals, but they are supporting healthy options in their food range as well. Apart from the cauliflower rice, which comes frozen in ready to steam bags, there will also be riced greens steam bags come September. And if you are looking for a lean but ultra tasty meat option you have to try their Belgian Blue rump steaks which are in store now. For an extra thrill go ahead and Google ‘Belgian Blue Cows’, they are simply extraordinary creatures!
By the time the desserts started arriving, I had entered into a state of food bliss and abandoned my camera in favour of savouring the raspberry, lemon, and millionaire’s tarts. But the meal didn’t end there… oh no, there was ice cream still to come. Just when we thought we could not manage another bite, scoops of caramel, chocolate and peanut butter ice cream arrived perched on all-butter Welsh cakes. The peanut butter ice cream especially was out-of-this-world delicious but we will have to wait till September for it to land in Iceland’s freezers.
So what products am I most excited about? The avocados, red shrimp and crab meat and Belgian Blue steaks have all taken residence in my freezer already. I am very much looking forward to the luxury hand filleted tuna steaks and the riced cauli and greens but they will have to fight it out with the peanut butter ice cream. I am considering investing in a second freezer!
Look out for Iceland’s new autumn range between 11th of September and 8th of October. This post was sponsored by Iceland – all opinions are honest and my own.
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Camilla Hawkins says
I do love Iceland and am constantly amazed by their new products:-) The tuna and avocado look like great additions!
Lucy Parissi says
And they are such good value too. I can’t wait for the tuna to hit the store.
Dannii @ Hungry Healthy Happy says
Looks like there are some exciting things coming. I need to stock up my freezer soon
Lucy Parissi says
Thought you might like the avocado 😉
Kavey Favelle says
I’ve been reading a lot about Iceland lately and keen to try some of these amazing new products. I’m particularly keen to experience the quality of their seafood ranges, but those avocado halves sound good too!
Lucy Parissi says
You have got to try that peanut butter ice cream! It honestly is top notch
Kellie@foodtoglow says
You’ve really captured the new direction Iceland is heading. I haven’t been in a wee while but nearly everything you mention makes me want to drive to my nearest store loaded with freezer bags! I’ve been hearing rave reviews for the frozen avocados- big, green and deliciously creamy in smoothies.
Lucy Parissi says
I only ever do online orders as I don’t have a store nearby. The prices are extremely reasonable and minimum order value is also very low
Natasha says
I’m impressed with all this variety, and the frozen avocado has certainly piqued my curiosity!
Lucy Parissi says
It’s a great convenience for breakfast or in smoothies!
Julia Frey says
Frozen avocado!! Shut the front door! Wait…did I just really say that?! Anyway, this new range looks quite intriguing, I keep seeing their ads everywhere lately, must be the sign I need to check it out.
Lucy Parissi says
What I find really interesting is that a lot of the prepared veggies are perfect for low-cal lunches and dinners if you are dieting. There’s even quinoa. That tuna was so good – really can’t wait for it to hit the store.
Hannah Hossack-Lodge says
It is such a fabulous range, I was so very impressed with all of the delicious food and am definitely going to start shopping at Iceland more often, I’ve just been in fact!
Lucy Parissi says
I literally placed an order that evening after the event. But no peanut butter ice cream yet! I can’t wait.
Nicky says
Wow what N amazing new range! I can’t wait to get some cauliflower rice and I must try those avocados!
Lucy Parissi says
Yes the avocados were such a big hit that they will run out of stock soon. So good!