A 2kg bag of ice cubes from the British supermarket Iceland has emerged as the most popular delivery item on the platform Deliveroo in 2026. The surge in orders coincides with the hottest summer recorded in the United Kingdom since official records began.
Deliveroo identified the ice bags as the top trending product for the year so far. The ranking is based on a combination of year-on-year growth in orders, relative order volume in local areas, and customer ratings. The product outperformed all other grocery and restaurant items on the platform.
London Drives Global Ranking
While the ice bags were the number one trending item across the entire UK, demand was particularly intense in London. Deliveroo data shows that ice bag deliveries from Iceland ranked second globally for the platform. This places the British supermarket product ahead of similar heat-driven purchases in other major cities worldwide.
The second most trending item in the UK was a diavola pizza from Monte Forte Neapolitan Pizza in Horsham, West Sussex. The specific ranking of a single pizza shop highlights the localized nature of the delivery trends, even as the ice bags achieved national dominance.
Price and Convenience Factors
The base price for a 2kg bag of ice at an Iceland store is £1. However, the cost to the consumer increases significantly when using a delivery service. A single bag ordered through Deliveroo can cost up to £8 when fees are included. These additional costs include a small-order fee, a delivery fee, a bag charge, and a service charge.
Despite the markup, the convenience factor appears to be the primary driver for consumers. Many customers preferred the immediate availability of delivered ice over the effort of traveling to a physical store or preparing ice in advance. The ability to order ice spontaneously for drinks or cooling purposes resonated with shoppers during the extreme heat.
Customer feedback on Iceland’s website reflects this sentiment. One five-star review from a customer named Trevor P. stated that the ice cubes are better than competitors and offer great value for money. This positive reception likely contributed to the high customer rating metric used by Deliveroo to determine its trending list.
The trend underscores the impact of climate conditions on consumer behavior. As temperatures rise, the demand for immediate cooling solutions shifts from traditional retail to on-demand delivery services. The success of the Iceland ice bags demonstrates how a simple, low-cost item can become a high-volume commodity during extreme weather events.
Source: The Guardian
