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.