ICELAND'S "bigger little brother" has opened for business in Southampton.

The £750,000 Food Warehouse is one of the fastest-growing retailers in the UK and now has a presence in Harbour Parade.

The 9,400 sq ft supermarket is creating 30 new jobs and offering shoppers the value of a wholesale store without the need for membership.

Every customer visiting the store today is being entered into a free prize draw to be in with a chance of winning a selection of prizes, including home appliances.

The Food Warehouse offers fresh and frozen food alongside a selection of homeware products being sold on a 'when it's gone, it's gone' basis.

The chain was launched five years ago and currently has 110 stores across Britain with plans in the pipeline for many more.

Kristian Barrett, Operations Director, said: “We’re delighted to have opened our new store in Southampton. The Food Warehouse is an innovative store format, responding to the changing needs of shoppers by offering amazing bulk-buy deals and homeware offers alongside a fantastic range of frozen, fresh and chilled foods."

Store manager, James Priest said: “Our opening day has been a great success and the whole team has really enjoyed meeting people from our local community.”

The store opening hours are Monday to Saturday from 8am until 9pm and Sundays from 11am until 7pm.