“So prior to the public announcement of our plastics pledge on 16 January 2018 we stopped buying plastic bottles of water and soft drinks for our staff restaurant, meeting rooms and vending machines, and replaced them with glass bottles and cans.”Iceland
Iceland
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
36 of Iceland's own blog posts, press releases and announcements, 2018 to 2026, measured sentence by sentence, 29 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other supermarkets, and what it sounds like in its own words.
- Pages measured
- 36
- Years covered
- 2018–26
- Archived before ChatGPT
- 29
- Blog · press
- 2 · 34
01 · Homepage
One capture a year
Iceland's homepage from 2000 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Iceland’s homepage (iceland.co.uk) as archived by the Internet Archive on 3 Jul 2026. © Iceland or its licensors. Shown for comparison and review; not endorsed by Iceland.
Homepage
2026
No headline in this capture
Page title
Online Food Shopping | Iceland Groceries
- 2008Award Winner!\ \ Our Tandoori Chicken Tikka Masala is so tasty it's won an award. more
- 2009Flawed Memory\ \ Iceland 2001 to 2005more
- 2010Taste of Italy\ \ Impress for less with our fantastic range of Italian style meals.more
- 2012Welcome to Iceland Foods
- 2015You can shop online!
- 2019Free Next Day Delivery
27 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2018 | 17.6 | 3 |
| 2019 | 19.8 | 5 |
| 2020 | 20.8 | 5 |
| 2021 | 23.0 | 13 |
| 2022 | 22.5 | 4 |
| 2023 | 23.7 | 1 |
| 2024 | 24.8 | 3 |
| 2026 | 12.7 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Sentence rhythm | Pages |
|---|---|---|
| 2018 | 0.64 | 3 |
| 2019 | 0.54 | 5 |
| 2020 | 0.60 | 5 |
| 2021 | 0.51 | 13 |
| 2022 | 0.52 | 4 |
| 2023 | 0.38 | 1 |
| 2024 | 0.42 | 3 |
| 2026 | 0.81 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Contractions | Pages |
|---|---|---|
| 2018 | 17.5 | 3 |
| 2019 | 17.8 | 5 |
| 2020 | 16.0 | 5 |
| 2021 | 9.4 | 13 |
| 2022 | 7.4 | 4 |
| 2023 | 28.1 | 1 |
| 2024 | 12.5 | 3 |
| 2026 | 18.1 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "You" | Pages |
|---|---|---|
| 2018 | 0% | 3 |
| 2019 | 0% | 5 |
| 2020 | 20% | 5 |
| 2021 | 20% | 13 |
| 2022 | 33% | 4 |
| 2023 | 0% | 1 |
| 2024 | 4% | 3 |
| 2026 | – | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "We" | Pages |
|---|---|---|
| 2018 | 100% | 3 |
| 2019 | 93% | 5 |
| 2020 | 74% | 5 |
| 2021 | 71% | 13 |
| 2022 | 67% | 4 |
| 2023 | 100% | 1 |
| 2024 | 96% | 3 |
| 2026 | – | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Questions | Pages |
|---|---|---|
| 2018 | 0.0 | 3 |
| 2019 | 0.0 | 5 |
| 2020 | 0.0 | 5 |
| 2021 | 0.8 | 13 |
| 2022 | 0.7 | 4 |
| 2023 | 0.0 | 1 |
| 2024 | 0.0 | 3 |
| 2026 | 0.0 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Exclamations | Pages |
|---|---|---|
| 2018 | 0.00 | 3 |
| 2019 | 3.21 | 5 |
| 2020 | 0.75 | 5 |
| 2021 | 0.29 | 13 |
| 2022 | 0.00 | 4 |
| 2023 | 0.00 | 1 |
| 2024 | 0.00 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Long words | Pages |
|---|---|---|
| 2018 | 31% | 3 |
| 2019 | 27% | 5 |
| 2020 | 28% | 5 |
| 2021 | 29% | 13 |
| 2022 | 27% | 4 |
| 2023 | 24% | 1 |
| 2024 | 31% | 3 |
| 2026 | 29% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Em dashes | Pages |
|---|---|---|
| 2018 | 0.89 | 3 |
| 2019 | 1.80 | 5 |
| 2020 | 1.14 | 5 |
| 2021 | 3.11 | 13 |
| 2022 | 5.98 | 4 |
| 2023 | 14.04 | 1 |
| 2024 | 5.25 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-associated words | Pages |
|---|---|---|
| 2018 | 0.89 | 3 |
| 2019 | 1.31 | 5 |
| 2020 | 0.00 | 5 |
| 2021 | 1.51 | 13 |
| 2022 | 0.74 | 4 |
| 2023 | 2.81 | 1 |
| 2024 | 0.74 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-era marketing words | Pages |
|---|---|---|
| 2018 | 0.89 | 3 |
| 2019 | 0.74 | 5 |
| 2020 | 0.00 | 5 |
| 2021 | 1.51 | 13 |
| 2022 | 0.00 | 4 |
| 2023 | 0.00 | 1 |
| 2024 | 0.74 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2018 | 0.00 | 3 |
| 2019 | 1.27 | 5 |
| 2020 | 0.98 | 5 |
| 2021 | 1.60 | 13 |
| 2022 | 0.00 | 4 |
| 2023 | 0.00 | 1 |
| 2024 | 1.49 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2018 | 1.27 | 3 |
| 2019 | 0.00 | 5 |
| 2020 | 1.22 | 5 |
| 2021 | 0.21 | 13 |
| 2022 | 0.00 | 4 |
| 2023 | 0.00 | 1 |
| 2024 | 0.00 | 3 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Page length | Pages |
|---|---|---|
| 2018 | 269 | 3 |
| 2019 | 293 | 5 |
| 2020 | 316 | 5 |
| 2021 | 351 | 13 |
| 2022 | 325 | 4 |
| 2023 | 356 | 1 |
| 2024 | 406 | 3 |
| 2026 | 166 | 1 |
Years with pages: 2018 (3), 2019 (5), 2020 (5), 2021 (13), 2022 (4), 2023 (1), 2024 (3), 2026 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
Iceland among supermarkets
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.
Questions
62% less than its sector
0.4 against a sector average of 1.0; mid-table, 5th of 8.
Em dashes
47% more than its sector
3.31 against a sector average of 2.26; 2nd highest of 8.
Sentence length
32% more than its sector
21.2 against a sector average of 16.0; highest of 8.
Pages measured: Tesco 104 · Sainsbury's 60 · Asda 11 · Morrisons 67 · Aldi 1 · Lidl 83 · Ocado 73 · Co-op 183 · Iceland 36 · Booths 2. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
04 · Vocabulary
Words Iceland uses more than its peers
The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.
sustainability169.7 vs 8.9
plastic136.0 vs 7.1
lamb37.6 vs 0.6
frozen40.1 vs 1.1
news160.6 vs 17.9
richard24.6 vs 0.4
leg24.6 vs 0.1
packaging60.9 vs 4.2
soy29.8 vs 1.0
easter36.3 vs 2.1
manifesto16.8 vs 0.3
zoo15.5 vs 0.1
IcelandSector peers
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 36 pages. Product names and page furniture filtered automatically; list not yet reviewed.
05 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“So prior to the public announcement of our plastics pledge on 16 January 2018 we stopped buying plastic bottles of water and soft drinks for our staff restaurant, meeting rooms and vending machines, and replaced them with glass bottles and cans.”Iceland
“The 29% plastic reduction reflects a removal of 3,794 tonnes out of the 13,000 tonnes the business was using in January 2018, saving the equivalent weight of 36 blue whales. Iceland has invested heavily in making plastic free, sustainable solutions accessible to its millions of customers.”Iceland
“Iceland has partnered with the Rothesay Foundation, the charitable arm of the UK’s largest specialist pensions insurer, and Age UK Lambeth to support 8,000 people in the Lambeth area who solely rely on the state pension over the festive period.”Iceland
“Reducing food waste is a high priority for Iceland – particularly as the cost of living crisis worsens. Whether this be helping its customers, colleagues, or the communities surrounding the stores, Iceland is growing its initiatives and increasing its number of partnerships to ensure food redistribution.”Iceland Foods redistributed 2.2 million meals in the first half of 2022, leading the way for retailers tackling food waste - Iceland
“The awards took place in Plymouth on the 16th October and saw leaders of the sustainable seafood and aquaculture sectors gather to celebrate the commitment to sustainable seafood and responsible sourcing across retail, hospitality, and within fisheries.”Iceland takes home double win at the annual MSC and ASC awards - Iceland
06 · Every page
All 173 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 36 count towards the measures; the rest were not measured (126 mostly short lines (lists, tables, link pages) rather than prose, 11 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.
20261 page
- Iceland Foods announces new food targets as well as reporting metrics in latest report - Iceland22 Jan 2026 · press · 166 words
20243 pages
- Iceland takes home double win at the annual MSC and ASC awards - Iceland29 Oct 2024 · press · 435 words
- Iceland rolls out vacuum packaging across all fresh mince lines - Iceland8 Aug 2024 · press · 336 words
- Iceland named best supermarket to work for in UK - Iceland10 May 2024 · press · 448 words
20231 page
20224 pages
202113 pages
- Iceland24 Dec 2021 · press · 205 words · archived
- Iceland24 Dec 2021 · press · 233 words · archived
- Iceland13 Dec 2021 · press · 238 words · archived
- Iceland10 Dec 2021 · press · 208 words · archived
- Iceland18 Nov 2021 · press · 319 words · archived
- Iceland9 Nov 2021 · press · 276 words · archived
- Iceland Launches Plastic-Free & Reduces Plastic Packaging Trials For Potato & Fish Products - Iceland20 Jul 2021 · press · 218 words
- Iceland6 May 2021 · press · 319 words · archived
- Iceland16 Apr 2021 · press · 360 words · archived
- Iceland12 Apr 2021 · press · 287 words · archived
- Iceland18 Mar 2021 · press · 449 words · archived
- Iceland26 Feb 2021 · press · 394 words · archived
- Easter Lamb Recipesby Jan 2021 · blog · 1,055 words · archived
20205 pages
20195 pages
20183 pages
In the overall numbers, no year1 page
- Del Monte Frozen Fruit Recipesundated · blog · 649 wordsNo date found: in the overall numbers, not in any year
Not measured137 pages
- Kids Hidden Fruit Ice Cream Smoothie Bowlby Oct 2022 · blog · 463 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Crispy Battered Fish Fillet Chunks Caesar Saladby Oct 2022 · blog · 376 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Southern Fried Fish Fillet Strip Salad Bowlby Oct 2022 · blog · 285 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Frozen Pineapple & Berry Galaxyby Oct 2022 · blog · 490 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Mango Madnessby Oct 2022 · blog · 355 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Hot & Spicy Fish Fillet Stripsby Oct 2022 · blog · 215 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Mediterranean Veg Sausage Casseroleby Oct 2022 · blog · 422 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Breaded Fish Fillet Strip Toasted Bloomerby Oct 2022 · blog · 266 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Luxury Beef with Mash and Greensby Oct 2022 · blog · 381 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Steak and Cheesy Chip Hotpotby Oct 2022 · blog · 380 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Crispy Battered Fish Fillet Strip Tacosby Oct 2022 · blog · 266 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Indian Pakora Fish Wrapsby Oct 2022 · blog · 485 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Choccy Brekky Twistsby Oct 2022 · blog · 350 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Salt & Vinegar Fish Fillet Strips Sandwichby Oct 2022 · blog · 341 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Southern Fried Original Recipe Bowlby Mar 2021 · blog · 432 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Chip Shop Curry Shredded Chicken and Riceby Mar 2021 · blog · 432 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easter Cakes & Bakes Ingredientsby Mar 2021 · blog · 450 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Chocolate Twistsby Mar 2021 · blog · 413 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Sweetcorn Fritter Bitesby Mar 2021 · blog · 393 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Grilled Original Shredded Chicken Wrap with Sriracha Mayoby Mar 2021 · blog · 507 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Biscuit Milkshakesby Mar 2021 · blog · 479 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Korean Style Salt and Chilli Shredded Chicken Sandwichby Mar 2021 · blog · 499 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easter Lamb Recipe Ingredientsby Mar 2021 · blog · 570 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Hoisin Crispy Chicken Noodlesby Mar 2021 · blog · 404 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easy Oaty Flapjacksby Mar 2021 · blog · 448 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Kids Lunch Essentialsby Jan 2021 · blog · 721 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Good Housekeeping2021 · blog · 858 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Loaded Hash Brown Friesby Oct 2020 · blog · 189 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easy Teas - Sausage & Chipsby Sep 2020 · blog · 1,312 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Chocolate Cheesecake Sticksby Sep 2020 · blog · 383 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Tortilla Pizza Cupsby Sep 2020 · blog · 447 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Bakery Essentialsby Sep 2020 · blog · 580 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Build a Smoothieby Sep 2020 · blog · 995 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easy Oaty Flapjacksby Sep 2020 · blog · 424 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Lunchbox Essentials £9.60by Sep 2020 · blog · 292 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Fluffy Banana Pancakesby Sep 2020 · blog · 347 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Easy Teas - Chicken & Chipsby Aug 2020 · blog · 591 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Perfect Picnicby Aug 2020 · blog · 714 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Build an Indian Takeawayby Aug 2020 · blog · 792 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Good Housekeeping Taste Approved 2020 - Christmas2020 · blog · 274 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Store Cupboard Essentialsby Dec 2019 · blog · 627 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Family Traybake Mealsby Oct 2019 · blog · 1,170 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Lunch Box Winsby Sep 2019 · blog · 630 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Meals In Minutesby Sep 2019 · blog · 1,016 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Italian Night Inby Sep 2019 · blog · 1,564 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Perfect Picnicby Aug 2019 · blog · 833 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Build an Indian Takeawayby Aug 2019 · blog · 1,143 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Build a Chinese Takeawayby Aug 2019 · blog · 1,133 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Everyday Essentialsby Aug 2019 · blog · 657 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- American Family Feastby Aug 2019 · blog · 998 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Build a smoothieby Aug 2019 · blog · 1,110 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Meal Prep - Frozen Meatby Aug 2019 · blog · 663 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Meal Prep - Frozen Vegetablesby Aug 2019 · blog · 470 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Food Cupboardby Jul 2019 · blog · 661 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Eid Sweet Treatsundated · blog · 600 wordsMostly short lines (lists, tables, link pages) rather than prose
- Snacks & Dipsundated · blog · 498 wordsMostly short lines (lists, tables, link pages) rather than prose
- Fish Finger Pieundated · blog · 118 wordsUnder 150 words of text: too short to measure
- Beefy Baked Bean Pieundated · blog · 253 wordsMostly short lines (lists, tables, link pages) rather than prose
- Easy Beef Enchiladasundated · blog · 259 wordsMostly short lines (lists, tables, link pages) rather than prose
- Tasty Chicken Curryundated · blog · 197 wordsMostly short lines (lists, tables, link pages) rather than prose
- myprotein Bundleundated · blog · 566 wordsMostly short lines (lists, tables, link pages) rather than prose
- Christmas party Bundleundated · blog · 307 wordsMostly short lines (lists, tables, link pages) rather than prose
- Iceland Foodsundated · blog · 731 wordsMostly short lines (lists, tables, link pages) rather than prose
- Welcome to Icelandundated · blog · 624 wordsMostly short lines (lists, tables, link pages) rather than prose
- Halloumi and Red Pepper Burgersundated · blog · 126 wordsUnder 150 words of text: too short to measure
- Easter Roastundated · blog · 976 wordsMostly short lines (lists, tables, link pages) rather than prose
- Easy Prawn Paellaundated · blog · 121 wordsUnder 150 words of text: too short to measure
- Cooking Essentialsundated · blog · 680 wordsMostly short lines (lists, tables, link pages) rather than prose
- Snacking Essentialsundated · blog · 773 wordsMostly short lines (lists, tables, link pages) rather than prose
- Seasonal Essentialsundated · blog · 464 wordsMostly short lines (lists, tables, link pages) rather than prose
- Simple Meal Solutions for Kidsundated · blog · 582 wordsMostly short lines (lists, tables, link pages) rather than prose
- Affoodable Recipesundated · blog · 709 wordsMostly short lines (lists, tables, link pages) rather than prose
- New & Exclusiveundated · blog · 710 wordsMostly short lines (lists, tables, link pages) rather than prose
- Homestyle Chicken Kormaundated · blog · 333 wordsMostly short lines (lists, tables, link pages) rather than prose
- Top-up Basketundated · blog · 380 wordsMostly short lines (lists, tables, link pages) rather than prose
- Vegetable Tikka Masala Curry and Riceundated · blog · 169 wordsMostly short lines (lists, tables, link pages) rather than prose
- Iceland Foodsundated · blog · 813 wordsMostly short lines (lists, tables, link pages) rather than prose
- Chocolate Bread and Butter Puddingundated · blog · 301 wordsMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Chicken Curryundated · blog · 145 wordsUnder 150 words of text: too short to measure
- St Patricks Day Food 2026undated · blog · 808 wordsMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Chilli Non Carne and Zesty Quinoaundated · blog · 132 wordsUnder 150 words of text: too short to measure
- Easy Thai Red Curry with Chickenundated · blog · 128 wordsUnder 150 words of text: too short to measure
- Superboost Smoothieundated · blog · 194 wordsMostly short lines (lists, tables, link pages) rather than prose
- Eid Family Feastingundated · blog · 517 wordsMostly short lines (lists, tables, link pages) rather than prose
- £1 Price Lockundated · blog · 714 wordsMostly short lines (lists, tables, link pages) rather than prose
- The Daily Dish with Icelandundated · blog · 661 wordsMostly short lines (lists, tables, link pages) rather than prose
- Build Your Own Bundleundated · blog · 961 wordsMostly short lines (lists, tables, link pages) rather than prose
- Easiest Ever Fruit Cakesundated · blog · 152 wordsMostly short lines (lists, tables, link pages) rather than prose
- Coronation Traybakeundated · blog · 170 wordsMostly short lines (lists, tables, link pages) rather than prose
- Criss Cross Nachosundated · blog · 158 wordsMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Peri Peri Cheeky Chickenundated · blog · 138 wordsUnder 150 words of text: too short to measure
- Easy Beef and Roasted Veg Lasagneundated · blog · 198 wordsMostly short lines (lists, tables, link pages) rather than prose
- Ultimate Chicken Tower Burgerundated · blog · 130 wordsUnder 150 words of text: too short to measure
- Home Style Chicken Saag Baltiundated · blog · 259 wordsMostly short lines (lists, tables, link pages) rather than prose
- Secret Ingredient Chilli in a Rushundated · blog · 388 wordsMostly short lines (lists, tables, link pages) rather than prose
- Giant Yorkshire Toad in the Holeundated · blog · 179 wordsMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Whole BBQ Chickenundated · blog · 129 wordsUnder 150 words of text: too short to measure
- The Ultimate Steak Experienceundated · blog · 276 wordsMostly short lines (lists, tables, link pages) rather than prose
- Gammon, Chips and Eggsundated · blog · 258 wordsMostly short lines (lists, tables, link pages) rather than prose
- Coronation Cheesy Baked Eggsundated · blog · 175 wordsMostly short lines (lists, tables, link pages) rather than prose
- Curry Bundleundated · blog · 481 wordsMostly short lines (lists, tables, link pages) rather than prose
- Meat & Chickenundated · blog · 565 wordsMostly short lines (lists, tables, link pages) rather than prose
- Easy Beef Chilli Nachosundated · blog · 251 wordsMostly short lines (lists, tables, link pages) rather than prose
- Chicken Parmigianaundated · blog · 170 wordsMostly short lines (lists, tables, link pages) rather than prose
- Easter Cakesundated · blog · 401 wordsMostly short lines (lists, tables, link pages) rather than prose
- Chicken Caesar Cobb Saladundated · blog · 556 wordsMostly short lines (lists, tables, link pages) rather than prose
- Veggie Quesadilla Cupsundated · blog · 165 wordsMostly short lines (lists, tables, link pages) rather than prose
- party Bundleundated · blog · 1,024 wordsMostly short lines (lists, tables, link pages) rather than prose
- Swedish Meatballsundated · blog · 187 wordsMostly short lines (lists, tables, link pages) rather than prose
- Spanish Pork Chops with Olive Oil Mashundated · blog · 389 wordsMostly short lines (lists, tables, link pages) rather than prose
- Bangers and Cheesy Mustard Mashundated · blog · 215 wordsMostly short lines (lists, tables, link pages) rather than prose
- Greek Style Chicken Kebabsundated · blog · 178 wordsMostly short lines (lists, tables, link pages) rather than prose
- Beef Hotpot Pieundated · blog · 231 wordsMostly short lines (lists, tables, link pages) rather than prose
- Iceland Foodsundated · blog · 569 wordsMostly short lines (lists, tables, link pages) rather than prose
- Beef Chilli Con Carne & Potato Wedgesundated · blog · 157 wordsMostly short lines (lists, tables, link pages) rather than prose
- Perfect Sidesundated · blog · 644 wordsMostly short lines (lists, tables, link pages) rather than prose
- Slow Cooker Cheeseburger Pastaundated · blog · 154 wordsMostly short lines (lists, tables, link pages) rather than prose
- Swedish Style Meatballs and Chipsundated · blog · 293 wordsMostly short lines (lists, tables, link pages) rather than prose
- Super Easy Berry Crumbleundated · blog · 235 wordsMostly short lines (lists, tables, link pages) rather than prose
- Afternoon Teaundated · blog · 754 wordsMostly short lines (lists, tables, link pages) rather than prose
- Food Cupboard Essentialsundated · blog · 800 wordsMostly short lines (lists, tables, link pages) rather than prose
- Back To Routineundated · blog · 855 wordsMostly short lines (lists, tables, link pages) rather than prose
- Iceland Foodsundated · blog · 591 wordsMostly short lines (lists, tables, link pages) rather than prose
- Eid Party Foodundated · blog · 766 wordsMostly short lines (lists, tables, link pages) rather than prose
- Homestyle Saag Alooundated · blog · 168 wordsMostly short lines (lists, tables, link pages) rather than prose
- Meatball Marinara and Spaghettiundated · blog · 148 wordsUnder 150 words of text: too short to measure
- Cornflake Chickenundated · blog · 195 wordsMostly short lines (lists, tables, link pages) rather than prose
- Eat Out At Homeundated · blog · 794 wordsMostly short lines (lists, tables, link pages) rather than prose
- Nando's Style Fakeawayundated · blog · 291 wordsMostly short lines (lists, tables, link pages) rather than prose
- Starters & Sidesundated · blog · 783 wordsMostly short lines (lists, tables, link pages) rather than prose
- Stranger Things Bundleundated · blog · 185 wordsMostly short lines (lists, tables, link pages) rather than prose
- Accidentally Veganundated · blog · 635 wordsMostly short lines (lists, tables, link pages) rather than prose
- Siracha Chicken Stir-Fryundated · blog · 151 wordsMostly short lines (lists, tables, link pages) rather than prose
- Chicken Pesto Tartundated · blog · 131 wordsUnder 150 words of text: too short to measure
- Breakfast Essentialsundated · blog · 814 wordsMostly short lines (lists, tables, link pages) rather than prose
- Half Term Essentialsundated · blog · 796 wordsMostly short lines (lists, tables, link pages) rather than prose
- Super Veg Cottage Pieundated · blog · 216 wordsMostly short lines (lists, tables, link pages) rather than prose
07 · Method
How this was measured
The pages
Iceland's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.