More than 100 shoppers were queueing up as Iceland opened a new warehouse-sized store near Watford.

Yesterday (April 16), The Food Warehouse opened its latest location in Apsley’s London Road Retail Park and big rewards for the first shoppers through the doors had 103 waiting in line from 4am.

It comes after Watford's Iceland branch, in The Parade, closed in October last year.

The Food Warehouse branches, part of the Iceland Foods Group, aims to offer the value of a wholesale store in retail parks without requiring memberships.

Watford Observer: The Food Warehouse, Hemel Hempstead.The Food Warehouse, Hemel Hempstead. (Image: Iceland Foods)

It offers the frozen, chilled, and fresh food that customers would expect from an Iceland location as well as branded grocery and homeware lines, on a much larger scale. It also has Iceland’s exclusive partnerships with brands including TGI Fridays, Slimming World, Barratt, Harry Ramsden’s, and Greggs.

The new store’s manager, Daryl Cruickshank, said: “We’re so pleased to welcome Hemel Hempstead shoppers to our brand new The Food Warehouse store.

Watford Observer: The Food Warehouse, Hemel Hempstead.The Food Warehouse, Hemel Hempstead. (Image: Iceland Foods)

“Everyone was so excited for the grand opening – people were even in the queue from 4:00am in the morning.

“If you haven’t been down yet, make sure to check out our brand-new store and get your hands on some unmissable bargains.”

Iceland gave away £1,000 worth of store vouchers to the first 100 customers in the queue and a 1.2kg tub of Jellybeans to the first 200 through the checkout.

Watford Observer: The Food Warehouse raffle winner.The Food Warehouse raffle winner. (Image: Iceland Foods)

Everyone in line before 7.45am received a raffle ticket, with two winners taking home a Salter NutriPro, two more receiving a Tower Air Fryer, and three winning a JML hamper.

Three shoppers even won a 90-second supermarket sweep-style chance to fill their trolleys for free.

Watford Observer: The Food Warehouse, Hemel Hempstead.The Food Warehouse, Hemel Hempstead. (Image: Iceland Foods)

Icelands Foods group retail director Kristian Barrett said: “We’re thrilled to have opened our new Hemel Hempstead store, ensuring even more local residents can get their hands on market-leading deals, alongside a brilliant range of frozen, grocery, and fresh foods.”

“The new The Food Warehouse store in Hemel Hempstead will offer multi-buy offers, like 3-for-£3, 3-for-£5 and 3-for-£10 deals, alongside exclusive The Food Warehouse ranges such as Slimming World, Cathedral City, TGI Friday’s and more.”

The opening hours are 8am to 10pm Monday to Saturday and 10am to 4pm on Sunday.

Watford Observer: Ribbon cutting at The Food Warehouse, Hemel Hempstead.Ribbon cutting at The Food Warehouse, Hemel Hempstead. (Image: Iceland Foods)Watford Observer: The Food Warehouse, Hemel Hempstead.The Food Warehouse, Hemel Hempstead. (Image: Iceland Foods)