Iceland is expanding its reach by establishing a significant franchise partnership with independent retailer Alliance, promising to broaden its presence in Jersey and Guernsey within a year.
As part of this strategic move, Alliance, already operating five stores in the Channel Islands, will introduce Iceland’s diverse range of frozen foods and exclusive brands to local consumers. This includes well-known brands such as TGI Fridays, Greggs, and My Protein, alongside other seasonal and value-range products.
The collaboration will mark the debut of the first Food Warehouse outside the United Kingdom, set to open at Braye Road in Guernsey by January 2025. In anticipation, the existing Alliance store will begin stocking select items from Iceland’s Christmas range starting today, 11 November.
Previously, Iceland managed 10 franchise stores in the Channel Islands through Sandpiper CI. However, due to the acquisition of Sandpiper CI’s franchise operations by a larger entity, Morrisons, this partnership has concluded. Now, in collaboration with Alliance, Iceland aims to maintain its product availability and cater to customer needs effectively.
The director of international and partnerships at Iceland Foods, Justin Addison, remarked on the value of this new venture, expressing enthusiasm for continuing to deliver Iceland’s innovative and cost-effective products to the Channel Islands market.
Similarly, Andrew Bagot, the managing director of Alliance, conveyed excitement about the partnership’s potential to enrich local communities with Iceland’s beloved offerings, ranging from daily essentials to festive favourites.
This partnership signifies a robust commitment to providing high-quality frozen food options in the Channel Islands, ensuring continuity and expansion for Iceland despite previous franchise shifts. It promises to enhance consumer access to diverse product ranges through strategic collaboration with Alliance.
