I was driving home along the motorway when I passed an Iceland lorry with the slogan “because mums are heroes” – blimey do they still use that slogan? Rather sexist isn’t it? And Iceland is still for mums.

So I checked out Iceland’s website.

Screen Print of Iceland's website

As you can see the bottom right is taken up with the slogan “…so that’s why mums go to Iceland!” Then there’s a whole section under the heading “for busy mums” which list the reasons mums shop at Iceland – “re-useable shopping bags”, “saving stamps and high street vouchers”. I’d like to add it’s no wonder the chain’s in trouble, however I’d be wrong.

Iceland chief executive Malcolm Walker has declared that the retailer is “not taking part” in the recession after revealing record sales and profits.

Revenues at the frozen foods specialist soared 16 per cent to £2.08bn in the year to March 27. EBITDA jumped 36 per cent to £163m, and net profit before tax rocketed 84 per cent to £113.7m. Like-for-like sales rose 16 per cent.

It was the fourth consecutive year of double-digit like-for-like growth for the 723-store retailer. The dazzling performance has continued into the current year, with like-for-like sales up in double digits. Walker said Iceland’s continued success is down to “great management – the best we have ever had” and “the massively increased morale” of its 20,000 staff in the four years since he returned to the retailer.

He said Iceland – which he founded with £30 in 1970 and ran until he was frozen out in 2001 – had grown in both boom and bust times. “Recession, what recession? We are not taking part. You can talk about our marketing, product and pricing strategy, but do not underestimate staff morale.” Amy Shields, Retail Week.

So it seems too many mums are happy with the patronising twaddle that Iceland peddles – why I’ve no idea.