Iceland: sustainability and innovation

Date : 20 September 2019

We look at the latest news from frozen specialist Iceland, including its Christmas sustainability initiative, in-store innovation and range developments.

Plastic-free Christmas

Source: Iceland website

In its ongoing quest to be sustainable, Iceland has announced it is launching a plastic-free Christmas range. There will be around 30 products, including starters, mains and desserts. All of which will be in sustainable packaging.

In 2018 Iceland also used Christmas to reinforce its sustainability agenda through its commitment to stop using palm oil.

Iceland has recently seen success in its other environmentally friendly initiatives. It announced positive results from its reverse vending machines trial, having recycled over 1 million plastic bottles since May 2018. It is also currently trialling being plastic-bag free in its Hackney store.

New cafe concept

Iceland is strengthening ties with The Range by becoming its café partner in Paignton, Devon. It will serve meals made by Iceland. The concept is try before you buy, with freezers in the cafe showcasing these meals and accompanying side dishes and desserts to encourage shoppers to purchase.

The cafe will open on Friday 27th September. Iceland has not said if this concept will be rolled out to any other stores. Its shop-in-shop roll out in The Range will continue, with the aim of having an Iceland in each of the 175 branches of The Range across the UK.

Exclusive range with Gino D'Acampo

Source: IGD Research-Walsall store

As part of its continued range innovation Iceland has launched a partnership with celebrity chef Gino D'Acampo. Products are priced between £1.50 and £3. This is set to be a permanent addition to the Iceland range. Exclusive products help Iceland to differentiate itself from its competitors, offering shoppers unique reasons to come into store.


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