Iceland is transforming its brand through innovation with its ‘Brands on Ice’ initiative, fostering a fresh wave of product ideas.
- The ‘Brands on Ice’ programme is backed by a substantial £100,000 investment fund to encourage groundbreaking product ideas.
- This initiative aims to shift Iceland’s perception from just a frozen food store to a comprehensive supermarket offering.
- A wide variety of brands, both emerging and established, are given a platform to showcase their innovative products.
- The focus is on affordability and uniqueness, offering shoppers something they cannot find elsewhere.
Earlier this year, Iceland launched its ‘Brands on Ice’ initiative, a programme designed to infuse innovation into its product offerings. The initiative, supported by a £100,000 investment fund, encourages both emerging and established brands to present innovative product ideas to Iceland’s decision-makers.
Oliver Gilding, Iceland’s head of innovation and licensing, noted the overwhelming response to the programme, with over 100 applications submitted for consideration. The selection process extended over two days, allowing a diverse range of suppliers to present their product ideas not only in frozen food but also in grocery and chilled categories.
In this initiative, Iceland collaborates closely with brands to refine commercial strategies and product offerings, from packaging improvement to orchestrating impactful PR and social media campaigns. This approach contrasts with the more rigid requirements often seen in the retail sector, allowing for more personalised brand support and development within Iceland’s stores.
A key goal is to deliver ‘disruptive products’ that excite shoppers, according to Gilding. These products must be both unique and affordable, belonging to categories that are generally not found in other stores, thereby offering an exclusive experience to Iceland’s customers.
Notably, the programme also provides a path to market for smaller, family-owned brands, featuring products from larger names like Britvic and substantially smaller entities like Austrian brand Frozen Power. This diversity highlights Iceland’s commitment to offering a broad spectrum of products across varying price points.
Aside from new products, the initiative also seeks to revive popular but discontinued brands. Tango Cherry, for example, was relaunched following a substantial promotional effort, including social media activities and a creative store takeover.
The future plans for ‘Brands on Ice’ include diversifying product ranges further and inviting consumer engagement through innovative packaging and ingredient usage. The programme has already seen success with celebrity partnerships, such as an anticipated frozen meal range from Jamie Oliver, further enhancing Iceland’s evolving market image as more than just a frozen food retailer.
Iceland’s ‘Brands on Ice’ initiative is successfully redefining its market identity and offering a new level of product innovation to its customers.
