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A U.K. Grocery Store Is Letting You Get Awkwardly Festive by Shopping on Ice Skates

Iceland Foods hopes to bring it to all locations someday

grocer-ice-skating-hed-2-page-2018 — A synthetic ice surface was laid down overnight by 12 experts at the chain's London Stratford location.Iceland Foods

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According to U.K. grocery chain Iceland’s research, 89 percent of children find holiday food shopping to be boring. So the brand found a new way to keep things entertaining in the aisles.

“Shopping on Ice” is a concept recently tested in the chain’s London Stratford location, where 12 ice rink experts worked overnight to install a synthetic ice surface. Customers then got to skate their way through their shopping runs, with smaller children being a little extra support from a penguin on skis.

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