They each had 90 seconds to grab as much as they could
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11:04, 14 APR 2026
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Five lucky shoppers grabbed hundreds of pounds worth of items off the shelves in Supermarket Sweep-style trolley dashes at the opening of a new store.
Four women and one man won a prize draw, giving them 90 seconds each to race round the aisles and fill their trolleys. They had their eye on meat, frozen goods, toilet roll, boxes of crisps, washing powder and pet food at The Food Warehouse.
Michelle Erhimedafe was the first to have her number picked out at random. Her trolley-load totalled £99.10.
Before her go, the 43-year-old baker said she didn’t have any tactics but she had sussed out where the cat food was that she wanted.
She said: “I’ll probably be too slow and I’ll grab whatever I go past first.”
Afterwards Michelle, of Bulwell, said: “It went too quick. I just got my cat food in time, that was the most important one. I got some oil, some tissue, some washing stuff, steak and minted lamb chops. I’m very happy.”
Her luck was definitely in as went on to win a prize of a double drawer air fryer in another draw.
She said she would return to shop at The Food Warehouse, at Madford Retail Park, in Mansfield Road, Daybrook. “I know there’s another one the other side of town but this is a lot easier to get to. They have a lot more deals and are a lot cheaper,” she said.
Another lucky winner, Ruth Lindsey, was delighted with her haul and said it would be a big help keeping her shopping bill down.
The 51-year-old, of Bestwood, said: “It was fun, it was absolutely amazing. I’ve got salad cream, water, crisps, fabric conditioner, toilet roll. It’s all the stuff I need. I was quite selective. I didn’t want to chuck everything possible in.”
Money-off vouchers adding up to £1,500 were handed out to the first 100 shoppers in the queue which tailed back along the side of B&M.
Georgina Brearley, 51, from Bestwood, received £30 off her shopping, as did her daughter Sophie Shacklock, 30.
Georgina, who had been waiting more than 90 minutes for opening time, said: “I wanted to come down because I need to fill my freezer. I’m looking for some meal deals and to see what offers there are.
“I’ve shopped in The Food Warehouse before and it’s nice because it’s bigger bulks than you get at a normal shopping place. It’s more value for money.”
Early riser Ameera Mazhar, 18, of Sherwood, joined the queue at 6am. She said: “I just thought ‘why not?’ I’ve been to a couple of openings before in other places, so I thought I might as well check this one out.
“I think it’s good for low-cost shopping and it will bring people here. There’s a wide variety of things and you can pick up a lot.”
Iceland Foods first launched The Food Warehouse in 2014, with stores often double the size of traditional Iceland locations, offering a much larger range of goods and bigger packs for even better value.
Items include fruit and vegetables, baked goods, household goods, snacks, alcohol and big brands in the freezer aisles including Leon, Pizza Express, Pret and Wagamama.
The unit in question at Madford Retail Park was occupied by B&M until as recently as November, when the budget retailer moved across the retail park to the former Homebase, which collapsed into administration a year earlier.
The Food Warehouse at Madford Retail Park, Daybrook 1 of 9ShareComments
The Food Warehouse at Madford Retail Park, Daybrook
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The queue trailed past the building 2 of 9ShareComments
The queue trailed past the building
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Georgina Brearley was one of the first in the queue3 of 9ShareComments
Georgina Brearley was one of the first in the queue
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Michelle Erhimedafe was delighted with her trolley dash haul 4 of 9ShareComments
Michelle Erhimedafe was delighted with her trolley dash haul
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Alex Solly with Warburtons’ spin to win wheel outside the new store 5 of 9ShareComments
Alex Solly with Warburtons’ spin to win wheel outside the new store
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The store officially opened with a ribbon cutting ceremony 6 of 9ShareComments
The store officially opened with a ribbon cutting ceremony
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The freezer aisles 7 of 9ShareComments
The freezer aisles
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Fresh produce on the shelves 8 of 9ShareComments
Fresh produce on the shelves
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Deals on meat and poultry 9 of 9ShareComments
Deals on meat and poultry
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Shopping in Nottingham
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