Iceland supermarket changes its iconic slogan to be more inclusive

Supermarket giant Iceland has made a change to its once iconic slogan, shaking things up for the first time in over 40 years.

You may have heard Iceland's old slogan in mid-2000s adverts with Kerry Katona fronting the campaign, but the general message of the slogan is set to be drastically changed.

'That's why mums go to Iceland' has long been used as the supermarket's slogan, though its new strap line is set to reflect a wider scope of the population.

Upon being founded in 1970 in Shropshire, the slogan that came with the frozen food retailer was originally 'Mums love it', later developing into 'Mum's gone to Iceland' in the 80s before it became 'That's why mums go to Iceland' slogan in the 2006 advert.

The supermarket has made a huge change to its slogan. (John Keeble/Getty Images)

Richard Walker, the supermarket's executive chair, stated: “Iceland’s always been number one with mums and our new campaign celebrates our growing customer base, from across all aspects of the great British public.”

TV personality Josie Gibson is the face of the new campaign, and as a mother herself, Walker said that she was 'the perfect person to encapsulate the friendly welcome' that people should have at the supermarket.

Though they did also move away from the focus from mums in 2014 with Peter Andre's Iceland ads, reworking it as 'That's why Peter goes to Iceland', this is the first time it has been changed for good.

The frozen foods specialist has adopted the tagline: 'That's why we go to Iceland'.

The advertising push has adopted a more neutral outlook on customers, with Josie Gibson saying: “I think the new tagline is great because Iceland is not just for mums. Even though mums love it, Iceland is for everybody.”

The new slogan is more inclusive, taking the focus away from mums. (Burak Bir/Anadolu Agency via Getty Images)

This new advertising campaign will run over the next 12 months, hitting primetime slots during shows such as Gogglebox, In for a Penny, Britain’s Got Talent and Made in Chelsea among others, starting on Saturday 27 April.

The newest celebrity ambassador signals a change in advertising tactics, following an announcement from Walker's last year that it cut its Christmas ad so it could support people during the cost of living crisis.

Iceland has also recently aimed to appeal to British shoppers beyond its frozen food choices, announcing a household goods range and even a number of own-label products.