Selfridges now sells Iceland’s own-brand mince pies

Selfridges Iceland

An unusual collaboration between Selfridges and frozen food specialist Iceland has seen the latter’s own-brand mince pies make an appearance in the luxury department store’s food halls.

This means Iceland’s mince pies, priced at £1.89 for six, are now sold alongside £1450 tins of beluga caviar and £5000 Christmas hampers.

The collaboration was struck because the two retailers have committed to improving their environmental credentials in their own-brand ranges, and Iceland’s mince pies are free of palm oil.

“We’re committed to becoming completely palm-oil-free by Christmas 2019, so these delicious palm-oil-free mince pies by Iceland offer a little taste of what’s to come,” Selfridges said.

“For us, there’s no point palming off the inevitable – together we must end deforestation.”

The news comes after Iceland pledged to remove palm oil from all its own-brand products in a UK first, as part of efforts to halt the threat of wildlife extinction from the destruction of south-east Asian rainforests.

The frozen food grocer said the ingredient had already been removed from half of its own-label range and the rest is expected to be reformulated by the end of this year.

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  1. As Executive Director of Orangutan Land Trust, an organisation that has been working on the issue of palm oil for over a decade, I am very disappointed in this decision from Selfridges. Those organisations concerned about the impacts of unsustainable palm oil such as my group, Orangutan Land Trust, as well as many others including Sumatran Orangutan Society, Rainforest Alliance, Rainforest Action Network, International Union for the Conservation of Nature, Greenpeace, WWF and more all call for the sourcing of deforestation-free Certified Sustainable Palm Oil and warn against a blanket ban. Alternatives to palm oil can have far greater negative impacts, particularly because of their inferior yields. I would like to know if Selfridges consulted with any of these organisations who are actually working on the issue before making this apparently uninformed decision.


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