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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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