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.