In a bid to redefine frozen food retail, Iceland has reintroduced its brand accelerator initiative, ‘Brands on Ice’, showcasing a new wave of innovative products.
The second session of Iceland’s ‘Brands on Ice’ has highlighted the company’s focus on advancing branded innovation within the frozen food sector. This initiative aims to identify and nurture groundbreaking products that push the boundaries of traditional frozen foods. Among the feature products, Mantinga introduced its unique ‘Donut Ring of Sour’, claimed to be the world’s first donut incorporating sour acid powder. This showcases a creative twist on a classic treat, reflecting the event’s spirit of innovation.
Other noteworthy contributions included Arla’s premium ready-to-drink coffee from their Starbucks Chilled Classics line and McCain’s newly developed potato snacking range, promising to bring new tastes to consumers seeking convenience and flavour. Oatsu presented its overnight oat breakfast solutions, providing a simple yet nutritious option for morning meals. These products demonstrate the diverse possibilities within frozen and convenient food categories, highlighting their potential to cater to evolving consumer demands.
Notably, Space Food’s contribution with its freeze-dried candy and ice cream that defies melting points adds an unexpected twist to the traditional ice cream experience. This presents a novel approach to enjoying desserts, particularly in warmer climates where melting is a concern.
As Oliver Gilding, Iceland’s Head of Innovation and Licensing, pointed out, ‘This session reaffirmed our vision to redefine what’s possible in frozen retail.’ His statement underscores the calibre of products on display and the promising future they suggest for Iceland’s retail offerings. The initiative provides successful brands with investments of up to £100,000, as the company consolidates its position as a leader in retail innovation.
The strategic timing of Iceland’s initiative comes as other supermarket giants, including Tesco, Co-op, Ocado, and Waitrose, also launch their own schemes to promote retail innovation. This competitive landscape reinforces the significance of fostering new ideas and supporting inventive brands that bring fresh concepts to market.
The ‘Brands on Ice’ programme by Iceland not only champions innovation but also sets a benchmark in the frozen food industry, signalling a bold and customer-centred future.
