EG On The Move trials Iceland frozen range in bid to boost footfall

EG On The Move is trialling a new supply deal with Iceland, set to bring a strong frozen range to 10 of its 153 forecourt sites.

The trial aims to increase footfall, with the Iceland brand being featured prominently on store fascias and within the stores themselves, The Grocer reported.

Group CEO Zuber Issa explained that the trial would see the Iceland range introduced alongside EG On The Move’s existing supply arrangement with Spar, which includes fresh, chilled, ambient, and food-to-go products.

“Iceland is a driver in frozen, so hopefully that will bring more people to the store,” Issa said.

“We’ve had lots of partnerships, such as with Sainsbury’s, Asda, Co-op, and Spar, so we’ve got lots of learnings and we’re happy testing.”

Issa, who sold his stake in Asda back in June, highlighted the importance of innovation in the retail sector, adding: “You have to keep reinventing yourself, otherwise you just go backwards.”

The new trial follows Iceland’s continued expansion of its convenience offering, which began with the launch of Iceland Local formats in petrol stations in 2023.

The frozen food giant has already partnered with SGN Retail, with the first Iceland Local opened on a Texaco garage forecourt in Fallings Park, Wolverhampton. The Iceland Local concept includes exclusive brand partnerships, including those with Harry Ramsden’s, Slimming World, and Myprotein.

An Iceland spokeswoman told the outlet: “Iceland is constantly exploring fresh and exciting opportunities, with a diverse range of potential partnerships always on the horizon.”

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