Iceland’s Brands on Ice initiative seeks to redefine the grocery landscape with pioneering product innovation.
- Launched earlier this year, the program invites emerging and established brands to pitch novel product ideas.
- The initiative has drawn significant interest, exceeding initial expectations with over 100 applications evaluated.
- Iceland aims to diversify its product range beyond frozen foods, incorporating innovative packaging and distribution strategies.
- The program’s future promises further breakthroughs, potentially reviving discontinued favorites and introducing celebrity chef collaborations.
Earlier this year, Iceland introduced the Brands on Ice initiative, a brand acceleration program designed to foster innovation. Funded by a £100,000 investment, this quarterly platform invites both emerging and established brands to propose groundbreaking product concepts. Oliver Gilding, Iceland’s head of innovation and licensing, notes that the program aims to position Iceland not merely as a frozen food retailer but as a comprehensive supermarket committed to customer excitement and innovation.
The first session of Brands on Ice witnessed overwhelming interest, with over 100 brands applying to present a diverse range of products. Originally intended as a one-day event for six suppliers, the session extended to two days to accommodate presentations from 12 suppliers. This response highlights the enthusiasm for innovation within Iceland’s evolving product categories, including grocery and chilled lines in addition to frozen goods.
Brands were invited to Iceland’s headquarters to showcase their products and ideas. While each brand was typically allotted 30 minutes, those requiring more time for cooking demonstrations received additional flexibility. Gilding emphasizes that Iceland is dedicated to supporting brands through effective distribution, impactful packaging design, and robust PR and social media strategies, differentiating itself from traditional retail industry practices.
Ideal products are those that excite customers and are unlike anything available in ordinary retail stores. Such products must not only be innovative and attractively packaged but also affordable. Iceland seeks a diverse range of exclusive products, ensuring that they remain competitively priced for regular consumer purchase. This approach has already attracted products from notable companies like Britvic and Müller, as well as emerging brands such as Frozen Power.
Beyond new product introductions, Brands on Ice also aims to rejuvenate dormant brands. A case in point is the revival of Tango Cherry, a Britvic-owned product discontinued in 2020, which was reintroduced with strong public support and creative marketing strategies, like renaming a store ‘Tangoland’. Such activities illustrate Iceland’s commitment to engaging its customer base and reinvigorating beloved brands.
Brands on Ice promises a raft of new and exciting products for Iceland stores, like the anticipated frozen range by celebrity chef Jamie Oliver. Additionally, unique offerings such as a novel sausage roll are on the horizon. Gilding envisions broader innovations in packaging, ingredients, and customer interaction, aiming to transform Iceland into more than a frozen food or value retailer. This strategy draws new customer demographics and highlights the supermarket’s wide-ranging product offerings.
Iceland’s Brands on Ice initiative signals a transformative approach in the grocery sector, embracing innovation to enhance customer experience.
