Iceland is reshaping its identity with its Brands on Ice programme.
- Over 100 brands applied, showcasing various grocery categories.
- The initiative aims to launch exclusive, affordable products.
- Collaboration with brands emphasises innovation and market differentiation.
- Reviving beloved products is also part of Iceland’s strategy.
Earlier this year, Iceland introduced the Brands on Ice programme, a strategic initiative aimed at repositioning the supermarket’s identity by leveraging innovation. With a £100,000 investment fund, the programme invited both emerging and established brands to pitch innovative product ideas. Iceland seeks to evolve beyond its roots as a frozen food specialist, aspiring to become a comprehensive supermarket that generates excitement and novelty among its clientele.
Oliver Gilding, Iceland’s head of innovation and licensing, noted the overwhelming interest from brands. The initial session was planned for one day but extended to two, as over 100 applications were received, culminating in presentations from 12 suppliers. This diversity is evident not only in frozen categories but across grocery and chilled ranges as well. Each brand had the opportunity to present their offering, and Iceland emphasised partnership by offering flexibility in presentation times and in-depth feedback.
The programme not only introduces new products but also revives classic favourites, such as Britvic-owned Tango Cherry, which was previously discontinued. The relaunch was enhanced by significant promotional activities, including social media campaigns and retail takeovers, exemplifying Iceland’s commitment to product revitalisation as part of its innovation strategy.
Additionally, Iceland is fostering partnerships with brands of all sizes, from family-owned businesses to major industry players. The scheme stands out by supporting small brands without existing market listings, ensuring they are equipped to meet distribution demands without overwhelming them. This approach allows Iceland to offer unique products not available at other retailers, underpinning the scheme’s success and its appeal to both traditional and new customers.
Product affordability and uniqueness are pivotal in Iceland’s selection criteria. With contributions from brands like Britvic and Italpizza, the programme seeks a diverse product range at varied price points. Looking ahead, Iceland aims not only to introduce product innovation but also to revolutionise packaging, ingredient usage, and customer engagement strategies. By doing so, the initiative strives to alter consumer perceptions of Iceland, positioning it as more than just a value-focused retailer.
Iceland’s Brands on Ice is a strategic move to innovate and transform its market position, offering unique value to customers.
