Future Proof
The secrets behind innovative strategies and partnerships at Iceland
Dec 12, 2024
Oliver Gilding, Head of Innovation and Licensing at Iceland Foods, dives into the world of retail innovation. He emphasizes the courage needed to embrace bold partnerships, including collaborations with well-known brands like Greg's and Heinz. Oliver shares their success with exciting product launches, such as takeout-inspired meals, while discussing the importance of understanding core customers. He also highlights the role of a cutting-edge AI tool that drives informed decision-making by analyzing consumer insights, paving the way for continuous innovation.
20:04
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Quick takeaways
- Iceland's innovative strategies, including bold partnerships with brands like Greggs and Heinz, drive exclusive product development to attract diverse customers.
- The brand embraces a culture of experimentation, viewing product launches as learning opportunities that enhance responsiveness and relevance in the market.
Deep dives
Driving Innovation for New Customers
Iceland Foods focuses on driving new customers into their stores by developing exclusive products that cannot be found anywhere else. Collaborating with notable brands such as Greggs and Slimming World, they create innovative products for their frozen food range, expanding into new categories and attracting a diverse customer base. For example, a partnership with Heinz has led to the introduction of unique frozen offerings, while a collaboration with Ninja allowed them to educate customers on air frying benefits. This strategy not only enhances the customer experience but also helps Iceland establish a distinct identity in the competitive grocery market.
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