Updating here to advice anyone who is reading that this iceland store closed over a year ago. It was located on the roundabout as you come into hertford from either the a10, ware end (past matalan and cannons) or from sele farm end of Hertford.
It was closed down in favour of a marks and spencer which opened in Hertford town not long after the Iceland closed. The Marks and Spencer that now sits here has retained the car park with the same conditions as Iceland (pay and claim the money back when you buy your shopping, over a certain amount) and utilises the old building so is the same size as it was (small-medium) - the store itself has been modernised and is fresh and inviting, but with a tesco only a minute away (3 mins walk) i cannot imagine their business is thriving. Tesco also has a larger, free car park with parent and baby albeit there is limits on how long you can stay in the car park.
Hope this helps someone. read more