Another big fan of Iceland here because of their service during Lockdown - early on I had to self isolate for a fortnight, all my neighbours were vulnerable, so I wouldn't ask them to shop for me, and none of the big supermarkets, including the one I'd shopped at for decades, yes, I'm looking at you, Sainsbury's, would deliver because I wasn't on The List. Iceland did.
Since I moved, there's not one quite a's close to me but I'll make a point of finding the nearest one to me now and going on a Tuesday to support them. And get my discount!