Iceland Foods partners with leading brands for exclusive product launches

Iceland Foods Partners with Leading Brands for Exclusive Product Launches

Iceland Foods has initiated a pioneering accelerator scheme called “Brands on Ice,” designed to introduce and anchor new products in the UK market. The scheme, which began in May 2023, aims to collaborate with various suppliers to develop exclusive products for Iceland and Food Warehouse stores.

In an effort to foster innovation, Iceland held its first quarterly pitching day earlier this month. The grocer is now working with 12 suppliers to bring a unique wave of New Product Development (NPD) to fruition. Notable collaborations include household names such as Britvic, Müller, and Happy Egg, alongside emerging and challenger brands. The first batch of these exclusive products is expected to hit the shelves in August, with more launches slated for early 2024.

Among the diverse roster of suppliers is Frozen Power, an Austrian ice cream company renowned for its bespoke ice cream bars. Existing supplier Italpizza is also venturing into new territory by launching a stuffed crust product, a first for the company. Innovation agency Juicy Brick pitched several products, some of which will be integrated into Iceland’s existing tertiary brands to expand current product lines.

Oliver Gilding, Head of Innovation and Licensing at Iceland Foods, expressed his enthusiasm for the initiative. “We’re not just going after big brands or small brands, but people who can create innovation that will excite our customers,” said Gilding. He added that the scheme had attracted over 100 applications in its first wave, necessitating an additional day of pitching to accommodate the high level of interest. Gilding noted that the advantage of branded innovation lies in its readiness, which allows for quick market introduction.

Brands on Ice represents Iceland’s first incubator programme, emerging as an extension of the successful tertiary brands initiative. The scheme is structured to help suppliers and emerging brands debut new products in the UK market. As part of the process, brands present their product ideas, potential activations, packaging, and marketing strategies to a panel of Iceland buyers and executives. Once selected, the Iceland team collaborates with the companies to refine and launch the products on an exclusive basis.

Iceland is currently accepting applications for the next pitching session, scheduled for November.

In other developments, the Sidemen’s Best cereal has launched a new limited-edition flavour, Ice Cream Crunch, exclusively available at Iceland stores from 23 July. The cereal, priced at £2.50 per 375g box, features strawberry, chocolate, and vanilla-flavoured crispy cereal pillows. This new variant joins existing flavours such as Choco Crunch and Caramel Gold.

Best cereal, created by British YouTube collective the Sidemen, debuted in March 2023 and prides itself on being HFSS-compliant. Manufactured by Mornflake, the cereal combines wheat and oat crispy puffs and is enriched with vitamins and minerals like B12, D, E, and iron. A bowl of Best cereal contains just over 100 calories and is low in saturated fat.

Jordan Schwarzenberger, manager of the Sidemen, expressed excitement over the new product. “We’ve been overwhelmed with fans’ compliments and requests for more flavours and we’re pleased to give the people what they want,” he said. This move builds on the group’s previous retail successes, such as the introduction of XIX Vodka in Morrisons and Tesco, as well as the launch of 15 frozen products from its Sides restaurant brand in Iceland stores.

As Iceland Foods continues to expand its innovative product offerings through partnerships and exclusive launches, the Brands on Ice scheme stands as a testament to the company’s commitment to bringing fresh, exciting products to its customers.