Iceland is poised to revolutionize the frozen food sector with a bold introduction of 800 new products, signaling its firm commitment to innovation.
- This week, Iceland integrates over 800 innovative products, reflecting a strategic expansion into diverse culinary offerings.
- Oliver Gilding emphasizes Iceland’s initiative on LinkedIn, describing it as a testament to relentless innovation in a competitive marketplace.
- Featured products include creative new lines under the Blue Dragon, Piccolino, TGI Fridays, and Myprotein brands.
- Iceland’s brand accelerator scheme continues to spearhead product innovation, driving the supermarket’s ambitious growth trajectory.
Iceland is set to transform the frozen food landscape by launching an impressive suite of over 800 new products this week. This significant move underscores Iceland’s commitment to pushing boundaries and creating distinctive offerings in an increasingly competitive market.
Speaking via LinkedIn, Oliver Gilding, the head of innovation and licensing, highlighted the company’s steadfast dedication to resilient innovation. He remarked, “By constantly pushing the boundaries and creating points of difference in an ever-competitive landscape, we’re not only enhancing the shopping experience but also delivering exceptional value, overdelivering vs our customers’ expectations.”
Among the avant-garde products to be introduced is a re-launched Blue Dragon range, offering consumers exciting varieties such as Tempura Prawns, Teriyaki Beef Noodles, Katsu Chicken, and Salt and Pepper Sweet Chilli Chicken Pizza. This rebranding effort is part of Iceland’s broader strategy to emulate restaurant experiences at home, aligning with the trend of ‘fake-aways’.
Concurrently, the Piccolino range is receiving a rejuvenated launch comprising 15 new product lines, which complement the existing popular double two-course meal deal. This initiative is designed to provide exclusive and diverse meal options, enhancing customer choice and satisfaction.
Additionally, TGI Fridays’ collaboration continues to flourish, boasting a remarkable 25% increase in sales year-on-year. The new offerings slated for release include unique concoctions such as a Slow Cooked Ribs and Wings Bucket, Ultimate Loaded Beef Taco Pizza, Hash Brown Cheeseburgers, and Meat Feast Loaded Doughballs.
The introduction of innovative lines under the Myprotein brand further extends Iceland’s reach into health-conscious food options, presenting items like Korean BBQ Chicken, Air Fry Chicken Strips, Creamy Prawn Linguine, and Salted Caramel Cheesecakes.
Gilding also shed light on Iceland’s brand accelerator scheme, ‘Brands on Ice’, which encourages both challenger and established brands to pitch innovative ideas. Since the program’s inception, Iceland has launched exclusive products from brands like Britvic and Müller.
Earlier this year, Iceland debuted over 500 new items demonstrating a strategy not limited to product innovation but also packaging, ingredient sourcing, and consumer engagement methods. This ongoing wave of innovation reaffirms Iceland’s leadership in the frozen food domain.
Iceland’s strategic rollout of 800 new products exemplifies its leading role in food innovation and customer satisfaction.
