A British supplier is hoping to add value to the ice market - and save shoppers a trek to the fresh produce section - with an innovative new product that contains frozen fruit slices alongside the usual ice cubes.

The Ice Company - the largest supplier of ice cubes and crushed ice to UK supermarkets - is set to roll out Ice & Slice to Tesco and Waitrose over the next few months following successful trials.

The business, which produces all its ice in the UK, has also secured listings in Sweden, Denmark and France for the new product, and is due to have talks with other overseas retailers.

Available in lemon and lime variants, each 900g Ice & Slice bag contains at least 10% frozen sliced fruit in a separate pouch and will sell for £1.99 compared with a typical price of £1 for a 2kg pack of standard ice cubes.

The product had been developed to offer greater convenience and in response to the growth of drinking at home, said The Ice Co MD Paul Doughty, adding that Ice & Slice would help to reduce waste. “How many halves of fruit are thrown away because they are not stored after the initial use?”

It could also save shoppers a walk, he said. “You’ve done your shopping and hit the frozen, soft drink and beer, wines and spirits aisle at the end of the store when you realise the lemons and limes are back on aisle one.”

The company launched bags of crushed ice in 2011, which it claimed now accounted for 9% of ice sales in supermarkets. It has also produced branded bags of ice for drinks suppliers.

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