We have recently stopped buying from Iceland after years of enjoying their varied choice product ranges. Over the last 12 months things seemed to have dropped dramatically in quality,(not sure if covid19 is the excuse) but it is certainly concerning enough for us to shop elsewhere for our monthly shopping.(Christmas 2020 being the deciding factor) The quality of the frozen mostly "eastern European origin" chicken goujons, dippers, strips, and roast chicken breast packs have dropped & and are inconsistent in quality as if the supplier is using (e.g.) non breast meat, or aged birds, as most times the texture is very tough, fibrous and stringy, yet previously the various products had lovely tender breast meat that certainly made for repeat buying. Iceland have a bad habit of changing/ceasing ranges of products that are popular, such as the lemon chicken & black pepper fettuccini that was always nearly sold out to say the least, Now the website states "NOT IN STOCK", but a particular favorite of ours that we always bought multiples of, and in particular there is a lot of internet blogging about this item loved by many people trying to it purchase elsewhere. Another product "The Xmas special chocolate ice cream champagne bottle" as an example that was always popular, but now never to be seen again for the last 3+ years, and Iceland have taken it off sale due to having other seasonal ranges introduced, some good and some bad alternatives. We spent on average £200-£250 per month with Iceland, but now we are using alternative stores of whom have their own competitive frozen food sections now that compare very favorably and in lots of areas more superior to Iceland. Judging by the reviews on here, this company must be loosing tons of sales revenue simply by the very fact that like us, most people spending £200-300 monthly are buying/moving elsewhere for their frozen food , and Iceland need to step up their act otherwise they will suffer greatly from their serious lack of customer focus, and care for their customers needs.