Arla, McCain, Abbeydale Food and sweet and sour doughnut challenger Mantinga are among the latest suppliers working to launch exclusive products into Iceland, through the supermarket’s accelerator programme Brands on Ice.
The four were among the “winners” selected by Iceland buyers following the second of what are now quarterly pitching days held last week.
The Grocer understands Arla will launch new ambient Starbucks ready-to-drink coffee lines into Iceland and Food Warehouse stores from January 2025. The product is already on sale in France and Sweden but will be listed exclusively with Iceland in the UK. McCain and Abbeydale will launch new as yet unspecified snacking lines into Iceland and Food Warehouse stores at the same time.
It will mark a UK retail debut for Lithuanian baker Mantinga’s Ring of Joy Sour Doughnut brand. The product, which comes in Strawberry and Bubble Gum Forest flavours, was one of the standout products on display at the Sial trade innovation show in Paris last month.
Other pitches included from Pukka, which is working on a new pie flavour specifically for Iceland; overnight oat challenger Oatsu, which is working on a new breakfast product; and Dutch supplier Vergeer, which will make its UK retail debut with a “revolutionary” Cheese Dog line.
“Iceland Foods is committed to fostering bold ideas and industry-first innovations,” said Iceland head of innovation and licensing Oliver Gilding.
“The second Brands on Ice session demonstrated the power of collaboration in shaping the future of retail. We’re thrilled to partner with these exceptional brands to bring exciting new products to our customers. Stay tuned for more updates as Iceland continues to bring these extraordinary concepts to life in stores nationwide.”
Read more: How supermarket accelerators & incubators are creating a new landscape for challenger brands
It will be the second wave of products to hit Iceland stores following the launch of Brands on Ice in May. The programme – which is Iceland’s “first ever” accelerator scheme – aims to help established and challenger brands develop products that will be exclusively listed in Iceland stores.
The supermarket offers a range of support as part of the programme, including grants, as well as support from buying teams and Iceland’s own label manufacturers.
Iceland launched Brands on Ice as an extension to its successful exclusive brands programme.
The frozen specialist sees innovation as a key way to broaden its appeal beyond its traditional shopper and has invested heavily in growing the range over the past couple of years, through partnerships with the likes of Greggs, Slimming World, Blue Dragon and more recently YouTube megastars Sidemen.
The strategy has been credited, inside and outside the business, as a key reason behind Iceland’s improved period of market share growth this year.
No comments yet