Frozen food store Iceland opened its doors in Frome for the first time on Thursday.

The first customers through the doors were greeted by a children's entertainer and hundreds of balloons.

Staff also gave away free bonus cards for customers to be entered into prize draws.

Iceland has employed 39 local people - including some of the former staff of Woolworths, which closed on the site last year.

Nick Canning, marketing director for Iceland, said it was a fantastic day for the company.

He said: “We’re really pleased to be in Frome, and are looking forward to doing our bit in the local community.

“We’re pleased to be able to make a small contribution to employment in the market town, and have taken on some of the former Woolworths staff.”

Iceland has taken on more than 51 Woolworths stores nationwide, and Mr Canning said about 10 per cent of former Woolies staff had been taken on in the stores.

Frome's Woolworths closed in December after 99 years in the town, with the loss of more than 20 jobs.