Iceland has embarked on a transformative journey with its Brand Accelerator programme, Brands on Ice.
- Over 100 applications were received for the initiative, which supports both emerging and established brands.
- The programme offers new opportunities by focusing on product innovation across various categories beyond frozen goods.
- Iceland aims to differentiate itself by offering exclusive products and supporting small, family-owned businesses.
- Through strategic relaunches, Iceland is also reviving discontinued brands to meet customer demand.
Earlier this year, Iceland introduced the Brands on Ice programme, a bold initiative aimed at fostering product innovation. Backed by a significant £100,000 investment fund, it serves as a platform where brands, regardless of their market standing, can pitch novel product ideas. Iceland, traditionally known for its frozen foods, seeks to reshape its market identity by embracing a broader supermarket role while maintaining its specialised roots.
The programme, despite being initially planned as a one-day event for six suppliers, expanded to accommodate over 100 applications, eventually spanning two days with presentations from 12 suppliers. This overwhelming interest highlights the industry’s enthusiasm for Iceland’s initiative. Participants were given up to 30 minutes for presentations, with additional flexibility for products requiring longer cooking times. This allowed for an in-depth evaluation of the innovative ideas and the commercial potential offered by each brand.
Brands on Ice is not just about showcasing products that fit within existing retail models. Iceland distinguishes its approach by providing customised support to each participating brand. Unlike typical retailers, Iceland helps with various elements such as packaging design and effective marketing strategies, ensuring brands have a substantial impact on consumers. This hands-on collaboration extends from design to distribution, marking a departure from conventional retail practices.
Crucially, Iceland prioritises affordability and uniqueness in its product selection. The goal is to excite customers with goods they cannot find in other stores, maintaining reasonable pricing to ensure accessibility. Notable brands participating include Britvic, Müller, and Happy Egg, alongside newer entrants like Frozen Power and Italpizza, illustrating the diversity and innovation that the programme aims to bring to Iceland’s shelves.
Notably, Brands on Ice also ventures into revitalising discontinued products, such as Britvic’s Tango Cherry, proving the programme’s versatility. Through significant promotional efforts, including social media and store takeovers, Iceland revives nostalgic brands, responding to public affection and demand. This strategy has brought discontinued favourites back into the limelight, showcasing the programme’s breadth beyond new product launches.
Looking ahead, Iceland plans to launch a series of new products, with upcoming releases from celebrity chef Jamie Oliver, renowned for creating convenient and nutritious meals. Additionally, a novel take on traditional items, such as the sausage roll, exemplifies the level of innovation Iceland seeks to achieve. This continued drive for novelty and exclusivity aims to redefine customer perceptions and expand Iceland’s appeal beyond its traditional frozen food image.
Iceland’s Brands on Ice initiative exemplifies its commitment to broadening its market presence through innovation and strategic collaborations.
