Deeside-based Iceland Foods wins Feefo Platinum ‘customer experience’ Award

Deeside-based Iceland Foods has been awarded the Feefo Platinum Trusted Service Award, recognising its continued commitment to delivering world-class customer service.

This prestigious accolade is granted to businesses that consistently exceed customer expectations, with winners selected based entirely on verified customer feedback.

The award reflects Iceland’s focus on customer satisfaction through initiatives such as its Bonus Card scheme, which offers a 10% discount for customers over 60 every Tuesday, and The Iceland Food Club, which provides microloans to help families during school holidays.

Tarsem Dhaliwal OBE, Chief Executive Officer of Iceland Foods, expressed his pride in receiving the award. “We are incredibly proud to receive the Platinum Trusted Service Award from Feefo. This recognition, based entirely on genuine customer feedback, is a testament to the unwavering dedication of our team in delivering outstanding service and value to our customers.

“Customer trust is at the heart of everything we do, and this award reinforces our commitment to meeting their needs. As we move through 2025, we will continue to prioritise excellence, ensuring our customers receive the best possible shopping experience.”

Celebrating Customer-Centric Service

The Feefo Trusted Service Awards were launched in 2014 to recognise brands that collect verified customer reviews and deliver outstanding service.

Unlike other industry accolades, these awards are based solely on real customer experiences, making them an authentic measure of a brand’s performance.

Feefo CEO Tony Wheble congratulated Iceland Foods and other winners, saying: “During these economically challenging times, it’s inspiring to see companies like Iceland Foods consistently going above and beyond for their customers.

“The Trusted Service Awards recognise businesses that don’t just meet expectations – they exceed them. These awards celebrate companies that gather genuine feedback and use it to deliver exceptional customer experiences. The dedication shown by this year’s winners sets a benchmark for customer service excellence.”

A Proven Track Record

The Platinum Trusted Service Award is reserved for businesses that achieve the Gold standard for three consecutive years. To qualify for Gold, companies must collect at least 50 verified reviews and maintain a service rating of between 4.5 and 5 over a 12-month period.

Feefo, the world’s largest provider of verified customer reviews, works with more than 6,500 brands to help businesses deliver more personalised experiences and build trust with their customers.