CLAIMING COVERAGE of 97% of all UK homes, frozen food chain Iceland has launched a free delivery national home shopping service - subject to a minimum order value of £40. Iceland steals a sizeable march on its larger supermarket rivals, most of whom have a presence on the internet but offer only restricted local deliveries. Sniffed a J Sainsbury spoke in response to the move: 'Iceland can afford to offer a free service because it is a niche frozen food retailer with a limited range.' [Sainsbury is nothing if not consistent in its attitude to change. Debrief recalls back in January 1995, the (then) ruler of the dynastic disaster, Lord Sainsbury, dismissing out of hand the launch of Tesco’s Clubcard as nothing more than 'electronic Green Shield stamps'.]