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Malcolm Walker, the maverick CEO of Iceland supermarkets, believes that his shoot-from-the-hip leadership holds the key to a happier workforce and profits too. This series follows the fortunes of Iceland as Malcolm opens the doors to his Willy Wonka style empire and shares the secrets of the food, the boardroom, and the colourful life of the stores.

Christmas is the most competitive time of the supermarket calendar and shop floor staff need to make sure that Iceland does well. At stake is 拢10,000 cash in a briefcase, hand-delivered by Malcolm. But the new year brings a crisis with the alleged discovery of horse meat in Iceland beefburgers.