Iceland is poised for a significant expansion with the upcoming launch of over 800 new products, showcasing a steadfast commitment to innovation.
- Oliver Gilding, Iceland’s Head of Innovation, emphasised the move as a testament to their drive for continuous advancements in the competitive frozen food market.
- New offerings include an expansion of the Blue Dragon range with enticing options like Tempura Prawns and Teriyaki Beef Noodles.
- The introduction also features enhancements in the Piccolino range and TGI Fridays, demonstrating Iceland’s focus on evolving consumer trends.
- The initiative supports Iceland’s ‘Brands on Ice’ accelerator scheme, encouraging fresh ideas and collaborations within the FMCG sector.
Iceland is strategically preparing to launch over 800 new products this week, marking a significant milestone in its ongoing innovation journey. This bold initiative is a reflection of the company’s unwavering commitment to push the boundaries in the highly competitive frozen food sector, as noted by Oliver Gilding, Iceland’s Head of Innovation. He portrayed the new product launch as a demonstration of providing exceptional value and enhancing customer shopping experiences.
Among the anticipated new products is a re-launch of the Blue Dragon range, which will feature tempting options such as Tempura Prawns and Teriyaki Beef Noodles, as well as Katsu Chicken and Salt and Pepper Sweet Chilli Chicken Pizza. These offerings aim to reinvigorate the brand’s market appeal and meet evolving palates seeking both taste and innovation.
In addition to the Blue Dragon offerings, Iceland is also set to rejuvenate its Piccolino line with 15 new items, capitalising on the rising trend of restaurant-style ‘fake-aways’. This move, alongside their existing two-course meal deals, underscores Iceland’s strategy to align with current market dynamics and consumer preferences.
Equally noteworthy is the expansion of the TGI Fridays selection, which has shown promising growth with a 25% year-on-year increase in sales. New products in this line will include a Slow Cooked Ribs and Wings Bucket, Ultimate Loaded Beef Taco Pizza, Hash Brown Cheeseburgers, and Meat Feast Loaded Doughballs, catering to a variety of taste profiles and convenience.
The upcoming launch is bolstered by Iceland’s innovative ‘Brands on Ice’ accelerator scheme, which invites both emerging and established brands to contribute fresh product ideas. This initiative has already seen the successful debut of numerous new products and continues to support Iceland’s vision for product innovation beyond mere launches, extending to packaging, ingredient use, and consumer engagement.
Iceland’s forthcoming product launch underlines its leadership in innovation within the frozen food industry, driven by a robust strategic vision.
