Iceland’s innovative programme, Brands on Ice, introduces new and exclusive products to its stores, highlighting a shift towards broad market engagement.
- The programme was propelled by a significant £100,000 investment to invite both emerging and established brands to propose innovative product ideas.
- Despite initial plans for a single day, overwhelming interest extended the session across two days, showcasing a plethora of diverse products.
- Brands on Ice aims to support not only product diversity but also branding and promotion, setting itself apart from traditional retail strategies.
- Iceland’s initiative reflects a broader goal to redefine its market presence, expanding beyond its traditional frozen food reputation.
Earlier this year, Iceland made a strategic move by launching Brands on Ice, an innovative programme designed to accelerate brand engagement through significant investment and collaboration. The initiative, supported by a £100,000 fund, sought to attract both new and established brands, inviting them to pitch ground-breaking product ideas.
The response to this initiative was unexpectedly overwhelming; originally structured as a one-day event to feature six suppliers, it expanded to accommodate over 100 applications. Consequently, the session extended over two days, during which 12 suppliers presented products spanning various categories, including grocery and chilled items, in addition to frozen foods.
Key to the Brands on Ice programme is its bespoke approach to brand development and marketing. Unlike conventional retail practices, Iceland provides flexible support, tailored to the needs of each brand. This ranges from assisting brands in optimising product packaging to creating impactful PR and social media strategies, ensuring maximum customer engagement.
The search for unique, affordable, and disruptive products is central to Iceland’s strategy. As highlighted by Oliver Gilding, head of innovation and licensing, the success of a product is contingent on its ability to offer something genuinely novel and accessible to the consumer. Examples of such products include exclusive items from notable companies like Britvic and Müller, as well as unique offerings from smaller brands.
Iceland’s initiative also aims to rejuvenate discontinued products with strong consumer demand, as seen with the revival of Britvic’s Tango Cherry. Such efforts are part of Iceland’s broader strategy to diversify its product range while maintaining affordability and exclusivity. Future plans include collaborations with public figures like celebrity chef Jamie Oliver and the introduction of innovative new concepts such as a unique twist on traditional items like sausage rolls.
Iceland’s Brands on Ice initiative marks a pivotal step in expanding its market presence, driving innovation while remaining attentive to consumer needs and trends.
