Frozen food supermarket chain Iceland has launched a new online white goods store in partnership with DRL, the parent company of AO.com (Appliances Online).

Iceland Appliances, which can be accessed viawww.iceland.co.uk , offers more than 2,800 products from 29 major brands, with a Price Match guarantee backed by daily checking of more than 25,000 prices against its competitors.

Customers can order up to midnight for next-day delivery – deliveries will be made nationwide, seven days a week. An Iceland Appliances call centre in Bolton, Lancashire, will be responsible for customer service. Staff aim to answer calls within 20 seconds and lines are open from 8am to 10pm, seven days a week.