Yes, the pink Pig is a mascot of this food store chain. You will find their stores all over Iceland. Iceland is a very expensive country and going out for dinner every night is a significant expense, specially for a family. So, if you opted for self catering apartments or even a hotel but without breakfast, this supermarket chain is really your budget saver, as prices are lower than in other stores. Have in mind you cannot buy alcohol here, you can only buy 2% low alcohol beer. For real stuff you must find a liquor store ('Vinbudin" is widely present) and be prepared for skyrocket prices. TIP: Buy alcohol when you land at Keflavik airport. There's a free shop at arrival (you pass through it). Still expensive, it is around 20% cheaper than elsewhere

I liked this market slightly more than the nearby Kronan. The 500 ml low alcohol canned beer (Egils Pilsner, Thule) was very inexpensive yet smooth and drinkable. Moreover, the cost per can is about the same whether you buy one or a pack.

The Bonus pig logo is a classic, and I'm a sucker for gimmicky merch. I got the Bonus piggie hoodie, reusable bag and t-shirt. When I wear the clothing, it gets a lot of comments! FYI, the Reykjavik Bonus located by the harbour is nicer and has more merch than the one right downtown off the main road. We were staying downtown with no car, and those are the two walkable locations. FYI part II. Kronan (competing grocery store) is actually a better option for selection and prices. This was our experience with the harbour location, which is practically across the street from Bonus. However, Kronan does not really have the merch going for it like Bonus does. On the down site, I noticed that the Bonus hoodie is a cheap material the pills easily.

We bought loads of chocolate bars & dried fish for friends back home. While prices are great compared to other stores, we were surprised that the airport was selling same chocolates at lower prices on a sale. And wine we bought at vinbudin (?) also less because on sale at airport tho Vinbudin has great prices too. We are still glad we bought early & packed but just an observation.