Iceland has announced a groundbreaking launch of over 800 products, marking a significant step in its innovation strategy.
- These products include revamped and new products from popular brands like Blue Dragon and TGI Fridays.
- The launch aligns with the rising trend of restaurant-branded items, supporting relaunches like Piccolino and Myprotein.
- The initiative is backed by a series of in-store activations and a brand accelerator scheme.
- This move follows a previous launch of over 500 new products, reinforcing Iceland’s leadership in innovation.
Iceland is taking a bold step in its innovation journey with the introduction of more than 800 new products this week. This strategic move is aimed at invigorating its product lineup and offering consumers a plethora of choices. The announcement was made by Oliver Gilding, the head of innovation and licensing, via LinkedIn, who emphasised the company’s steadfast commitment to innovation. He highlighted how these launches are setting new standards in the competitive frozen food sector, enhancing customer experiences, and offering exceptional value.
Among the new offerings are products from the Blue Dragon range which has been re-launched to include Tempura Prawns, Teriyaki Beef Noodles, Katsu Chicken, and Salt and Pepper Sweet Chilli Chicken Pizza. This aligns with Iceland’s strategy to keep up with the growing demand for ready-to-cook meals that mimic restaurant quality. The emphasis on restaurant-branded ‘fake-aways’ is evident as the company continues to partner with well-known brands, enhancing their collective portfolio.
The Piccolino relaunch is a testament to this trend, featuring 15 new product lines and augmenting their existing meal deals. Similarly, TGI Fridays is expanding their product range with launches that include a Slow Cooked Ribs and Wings Bucket, Ultimate Loaded Beef Taco Pizza, Hash Brown Cheeseburgers, and Meat Feast Loaded Doughballs. Notably, Iceland has reported a 25% increase in sales year-on-year for TGI Fridays’ offerings, demonstrating consumer enthusiasm for these products.
Another notable addition comes from Myprotein, which is introducing items like Korean BBQ Chicken, Air Fry Chicken Strips, Creamy Prawn Linguine, and Salted Caramel Cheesecakes. The diversity in these products underlines Iceland’s strategy to cater to various tastes and dietary preferences, thereby broadening its market reach.
Supporting these product innovations are a series of in-store activations designed to engage customers directly. Additionally, Iceland’s brand accelerator scheme, ‘Brands on Ice’, continues to invite both emerging and established brands to present new ideas, focusing on various aspects of innovation beyond just products, such as packaging and customer engagement methods. This initiative has already witnessed success with new product debuts from established names like Britvic, Müller, and Happy Egg.
The current product launch wave also follows Iceland’s successful introduction of over 500 new own-label and branded products last year, including contributions from Cathedral City, Mars, and others. This successive introduction of new products reinforces Iceland’s position as a leader in product innovation and shows its commitment to offering diverse and quality options to its customers.
Iceland’s latest product introductions fortify its stance as an innovation leader while offering consumers increased variety and quality.
