Christmas has come early for shoppers in Trafford, where hundreds queued outside Iceland’s Trafford Retail Park store as the supermarket’s famous Christmas Dinner in a Box went on sale.
The festive favourite launched today (21 October), two months before Christmas, but that didn’t stop eager shoppers making a dash for stores all over Manchester and beyond.
The box proved a huge hit last year and sold out in record time, prompting fans to get ahead with their Christmas shopping this time around.
Iceland is expecting strong demand over the next two months as the craze for the Christmas Dinner in a Box continues, but says shoppers needn’t worry about missing out, as this year’s expanded range includes the return of the classic Turkey Christmas Dinner in a Box as well as three new additions, Beef, Chicken and Gammon Dinner in a Box options.
An Iceland spokesperson said: “We can hardly believe the response on the first day, the queue was out of the door. 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.”
The rush is the latest sign that some shoppers are keen to get Christmas food sorted early. For fans who remember last year’s sell-out, the appeal was clear, one box that brings together a selection of classic festive sides and a turkey joint, ready to help build a Christmas dinner with less shopping around.
The £30 box includes a frozen, skin-on turkey breast joint coated in cracked black pepper and dried parsley, alongside luxury beef-dripping roast potatoes.
There are honey-glazed parsnips coated in orange-blossom honey, plus Chantenay carrots with maple glaze and butter, as well as brussels sprouts in a herb glaze with smoked bacon.
For the trimmings, shoppers get 16 pork, onion and sage stuffing balls, as well as 12 pigs in blankets, the box also contains luxury turkey gravy made with turkey stock and dry white wine. After customer feedback last year, Iceland has included even more gravy this year, so there’s plenty to go around.
Last year’s sell-out appears to have helped turn the box into a festive fixture that shoppers are watching and waiting for. This time, the early launch and queues suggest that many are keen to secure a box well before December.
For more information on Iceland and The Food Warehouse visit www.iceland.co.uk or www.thefoodwarehouse.com
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