Iceland shakes up own-brand frozen food range

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Iceland unveils biggest ever own-label frozen range in response to growing demand for frozen food
Iceland said all of its new frozen products have been informed by customer product reviews on various platforms.
// Iceland unveils biggest ever own-label frozen range in response to growing demand for frozen food
// 550 new products launch this week, making up 53% of Iceland’s frozen range
// Shake-up prompted by unrivalled 3.4% growth in the frozen category in the last 12 months

Iceland is undertaking the biggest shake up in its own-brand range with over 550 new and improved products launching this week in response to growing demand for frozen food.

The overhaul of Iceland’s own label follows months of market trends, social media and sales analysis as the retailer looks to create the UK’s first own-label range driven directly by customer feedback.

Five hundred and fifty lines will be unveiled this week, comprising of well-known dishes with a recipe revival alongside brand new ones.

They will make up 53 per cent of Iceland’s frozen food range.

The shake-up was prompted after a recent survey by The Grocer found that the frozen food category jumped in value by 3.4 per cent to £6.3 billion over the past 12 months.

Figures from Kantar Worldpanel also show that nearly 37 per cent of Iceland’s sales came from the more affluent social group in the last six months of 2018.

Five years ago, this was less than a third.

Meanwhile, frozen foods are witnessing a surge in popularity amongst discount shoppers, where 39 per cent are now looking to economise by switching to frozen, according to data from Mintel.

In addition, research conducted by Sheffield Hallam University suggested that switching to frozen food can reduce household food bills by as much as £250 a year.

Iceland said that all of its new products have been informed by customer product reviews, shared on social media, Iceland’s ecommerce site and in store, alongside trend research.

It added that its most popular ranges including fish, ready meals, pizza and vegan will all see significant expansions.

The specialist grocer said it was introducing a selected range of frozen Limited Edition products, which will be released in the coming months for customers to try each week.

“In response to the increase in demand for frozen food we are proud to be launching our biggest ever range of new and improved own label products and giving customers even more of what they want,” Iceland director of frozen Andrew Staniland said.

“We undertook an intensive research project, analysing our customer feedback and reviewing our product recipes to challenge each one, and we’re proud and confident that our new recipes and products will respond to customer trends.

“This latest range embraces the benefits of frozen food and is based on trends, customer opinion and optimised recipes.

“It is our biggest launch to date and definitely the most ambitious frozen food range in UK supermarkets.”

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