Iceland to double presence in forecourts with EG On the Move

Iceland is set to double its forecourt presence in the sector via a new tie up with forecourt operator EG On the Move.

The frozen food specialist will increase its forecourt offering from 11 to 21 sites during the coming months, with a dedicated Iceland frozen food range to be implemented in 10 EG On the Move sites.

The partnership will initially launch in two stores opening on 17 April, in Barnstaple and Rotherham. These will house prominent Iceland branding on both fascias and in-store displays.

Additionally, each site will include a tailored number of freezer cabinets depending on available space. 

While the exact range on offer will vary by location, a selection of the supermarket’s most popular items and exclusive brands – such as Harry Ramsden, TGI Fridays, Greggs, and Cathedral City – will be available to shoppers.

Iceland Foods international and partnerships director Justin Addison said: “We’re proud to be working with EG On the Move to bring Iceland’s much-loved frozen products to even more customers in convenient locations.

“These 10 new stores are just the start, as we continue to grow our forecourt proposition and reach more people in the places that suit them best.”

EG On the Move convenience retail manager UK Arif Adam added: “As we continue to evolve and adapt to the everchanging needs of our customers, we recognise that convenience is more important than ever in today’s fast paced world.

“This collaboration allows us to meet that demand head on, providing a seamless and convenient experience to serve customers even better.”

Click here to sign up to Retail Gazette‘s free daily email newsletter