Iceland Rolling Out Hundreds Of New Products

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Iceland has added around 250 new lines to its frozen food offer, including several brand exclusives.

A trading manager for the retailer is quoted by trade magazine The Grocer as saying it was its “biggest-ever frozen new product launch”.

The new lines include 19 developed with fast-food chain Ed’s Easy Diner. The exclusive branded range includes items such as Burgers, Chilli Dogs, Pancakes, and Pizza.

Eds_Easy_Diner_Iceland

The frozen food chain has also linked up with Italian restaurant Piccolino for a new pizza and pasta range.

Other new lines include Cathedral City ready meals such as Mac ‘n’ Cheese and Cauliflower Cheese. There are also Mary Berry desserts, Butterkist ice cream sticks, and McCoy’s frozen potato shapes. These are all being rolled out alongside new own-label products in Iceland and The Food Warehouse stores and online from this week.

Iceland’s Trading Director Andrew Staniland wrote on his LinkedIn page this week: “Iceland Foods and The Food Warehouse all set for the 250 new products that launch today. A fantastic job from all the teams involved in bringing this to life.”

NAM Implications:
  • Worth checking out the 250 new lines Iceland have added to its frozen food offer…
  • …and explore the potential impact in your categories.

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