Iceland Foods is making headlines with the launch of a new drink collaboration featuring British rapper Central Cee.
- The citrus kiwiberry flavored beverage is available both in-store and online at Iceland and The Food Warehouse, retailing for £2.
- The announcement follows a social media tease in March, marking another venture for the brand founded by KSI and Logan Paul.
- Previously, Iceland introduced Prime’s strawberry and lemonade drink with Manchester City’s Erling Haaland in May.
- In addition to beverages, Iceland also launched Sidemen’s frozen food line earlier this year.
Iceland Foods has taken a significant step by introducing the latest Prime Hydration drink collaboration with British rapper Central Cee. From October 1, consumers can purchase the new citrus kiwiberry flavor, available both in-store and online through Iceland and The Food Warehouse, at a price point of £2. This addition highlights Iceland’s pursuit to stay ahead in offering trendy and in-demand products.
The release of this new flavor was initially hinted at on social media back in March, capturing the attention of fans and followers of both Prime Hydration and Central Cee. Prime Hydration, a brand founded by YouTube sensations KSI and Logan Paul, continues to expand its portfolio of beverage collaborations with popular figures, further solidifying its presence in the market.
This latest offering follows a prior successful launch of another collaborative flavor featuring Manchester City star Erling Haaland with a strawberry and lemonade variant in May. Iceland’s decision to continuously introduce such products demonstrates a strategic move to capitalize on the growing trend of celebrity-endorsed items.
Alongside the flavored beverages, Iceland has also embraced other partnerships, notably with the Sidemen group, of which KSI is a prominent member. In April, the supermarket chain exclusively launched Sidemen’s frozen food range, Sides, a spinoff from their restaurant business known for fried chicken and complementary dishes. This move emphasizes Iceland’s commitment to diversifying its offerings and tapping into different consumer segments.
Iceland’s innovative collaborations demonstrate its forward-thinking strategy in the competitive retail landscape.
