Iceland has increased its market share from 1.9% to 2.1%
Tesco has been frozen out by shoppers going to Iceland for party food and puds.
The budget chain's telly campaign, starring X Factor finalist Stacey Solomon, gave the firm its strongest performance for 10 years. Latest figures from market researcher Kantar Worldpanel show Tesco's market share slipped below 30% during Christmas for the first time since May 2005.
Britain's biggest grocer held 29.9% of the market with sales up just 2.1% year-on-year, while minnow Iceland wowed experts with an 11% leap in sales.
Iceland, which is for sale for around £1.5billion, also increased its market share from 1.9% to 2.1%.
Stacey, 22, proved a hit as the face of the frozen food chain with family-based commercials boosting demand for its revamped value for money grub. Other winners in the past 12 weeks included discounters Aldi and Lidl, and Asda which saw its market share climb from
16.9% to 17.5%.
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