What is the point of The Food Warehouse?

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Any tips or tricks for money savers? As far as I can tell, it's just a way for Iceland to sell their products without applying any of the good deals they have in their normal Iceland shops. Sucks if like me you only have a TFW in your area.
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My online orders are fulfilled at TFW, I shop instore a town centre Iceland.
I can't get 6 packs of 7up free at TFW but can get 24, works out cheaper per can.
600g packs of prepared coated chicken available at local Iceland, TFW sells 1kg & 600g.
For the standard fruit, veg, cheese, bread, cooked meats I see the same deals in both.