Not just mums who go to Iceland: supermarket drops slogan to be more inclusive

Chain changes ‘That’s why mums go to Iceland’ line to reflect fact other people also do grocery shopping

Iceland has dropped the outdated “That’s why mums go to Iceland” slogan to reflect the fact that other people also do grocery shopping.

The frozen foods retailer has tweaked its strapline to the more neutral “That’s why we go to Iceland” in an advertising push with the TV personality Josie Gibson as its new ambassador.