We have been in the Iceland store for just 10 minutes, and Richard Walker, boss of the UK`s homegrown discounter, has already admitted to being “a hypocrite” who will not deliver on a pledge to remove plastic from its shelves next year. Despite the self-criticism, the boyish Walker, 41, has an infectious enthusiasm for the business he literally grew up with: his parents founded Iceland with one shop in 1970, a decade before he was born. Once known for its cheesy catchphrases, TV ads fronted by former pop star Kerry Katona and questionable pizza toppings, the group, which now has more than 1,000 stores, has won plaudits in recent years for removing palm oil from its own-label products and has...
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