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It’s time they rebranded anyway. They don’t just sell frozen food any more.
At first, I thought it was kind of petty for a country not to let a grocery store use its name, but it turns out Iceland Foods started it:

Iceland Foods has previously hindered companies belonging to the Nordic country from using the word “Iceland” in their branding and marketing efforts. According to the Icelandic Government, “Based on this registration, Iceland Foods has pursued and won multiple cases against Icelandic companies seeking to describe themselves using this word”. Most of these companies were not operating in the same industry as Iceland Foods.