Iceland Products Being Sold In Costcutter Store

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 Namnews, 10th October 2022

Iceland is reported to have entered the independent convenience retail sector via a wholesale supply trial with Bestway.

According to trade magazine The Grocer, a range of the frozen food specialist’s products are being trialled at a Costcutter store in Nuneaton, which recently reopened under a hybrid banner with fellow Bestway-owned fascia Bargain Booze.

The move follows Iceland’s recent move into the convenience channel with its new Swift format. These stores are being supplied by Bestway via its Costcutter operation with ambient and chilled food to supplement Iceland’s predominantly frozen range.

The report by The Grocer noted that Iceland’s move to becoming a supplier to Bestway was beginning to attract interest from retailers.

An independent retailer who is currently considering changing wholesaler is quoted as saying: “I think it’s an exciting prospect for our sector. Iceland has a fantastic proposition and enabling independent retailers to access that would change the game fundamentally.”

A current Bestway retailer added: “It would certainly be interesting, but Iceland is known for value, and I’m not sure how much we’d be selling it for. I can’t imagine it would be anywhere near as cheap, so what would customers think?”

Iceland and Bestway have yet to comment.

NAM Implications:
  • Retail is a ‘suck it & see’ environment so why not give it a try…
  • …and dropping the price will move anything, once.
  • So if the Iceland quality can deliver more than it says on the tin…
  • Who knows?
  • Meanwhile, pragmatic rivals will already have anticipated some success and reacted accordingly.

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