Very unprofessional stuff, and product have very bad quality. We take 2 bottle of wine and both had bad small when we open. (crisps had expanded date). Never will use this shop any more.
Today Thursdays 4th of December 2025 between 3 and 3.05pm (for security cameras) a black woman was at one of the cash and card tills (the first one on the right ) and she stole 2 big bottles of Fanta twist while the security guard was sitting down looking at his phone
Excellent selection of brand name products. They've lost business to local price cutters whose own brand may be cheaper but for the "real thing" Iceland is IMO a fine choice.
I shop at Iceland today with my 13 year old grand son l always do delivery been shopping in Iceland East Acton since it opened l nearly colapse and the cashew help me to sit in my rolattor coz l am disabled after my covid vaccine cashier called security called security for help but he is too busy always in his phone l always spend more than a hundred for coz my children come for visit. Cashier was very good but your security very bad always on his phone cannot even help very bad
Iceland East Acton is a great spot for quick and budget-friendly grocery shopping. The store is usually well-stocked with frozen foods, fresh produce, and everyday essentials. I especially like the variety of frozen meals and offers on bulk items — perfect for families or anyone looking to save a bit. The staff is generally friendly and helpful, though it can get a bit crowded during peak hours. The store layout is straightforward, making it easy to find what you need quickly. Parking can be a challenge at times, but if you're walking or using public transport, it's very conveniently located. Overall, a solid neighborhood store with great deals and reliable service.
Spacious. Well stocked. No shortage of staff. They keep watchful eyes until payment is complete (?). Quite a long queue around 4-5 pm
Lots of great deals n offers, shelves we're full
I've been using this place for 7 years plus, generally for cupboard fillers and basics like milk/bread and cleaning/washing products etc as the prices are great for these items. I keep well clear of the fresh meats/frozen ready meals/most of their deli produce and veg. Generally speaking, anything with the Iceland brand name is of substandard quality and bad for a healthy balanced diet imho. Regarding customer service, it's a bit hit and miss to be fair. Some staff are pleasant when approached for help. Others are extremely abrupt, loud, shout across the isles and look so unhappy in their work. There is one small thin Indian lady in particular who works at the self-service tills who looks like she wants to kill you and is so rude and abrupt when dealing with customers... She carries an angry face/demeanour about herself and gives customers such an intense unfriendly stare that it makes me think she could be working for the gestapo :). The male managers that I have witness interacting with their staff and public are also lacking in good communication/customer service skills and are vocally loud and seem angry a lot of the time. The phone service seems non-existent The isles are often partially blocked with packed with promotional items/or stock overruns. I also think their quality controls on some of their veg/eggs is poor. Overall, I would say it's a second-rate shop with low quality food and poorly trained staff regarding customer service. But it can supply you with good value basics. It does make me wonder what the senior Iceland Managment's ethos and priorities are regarding having such a service run like this. There is a lot of potential with this space and its location and huge room for improvement moving forwards. Well done to the staff who do their best and who are pleasant and friendly. Like many locals, I'm really looking forwards to Aldi opening and I just wished Icelands could then change hands and be replaced with a Waitrose or an M&S store.... Dreams of dreams :)
East Acton location, good price with lots produces..
This is getting ridiculous! Stop blocking the self-service checkout with random boxes. The queue to pay is bad enough as is, I don't want to have to shuffle every 5 seconds to let someone pass.
Iceland Supermarket London is located at 90-92 E Acton Ln, Old Oak Common Ln, London W3 7DA, UK
You can contact Iceland Supermarket London at +44 20 8740 6003
You can find directions to Iceland Supermarket London by following this map link
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