Iceland is launching a range of Mars desserts in the supermarket’s latest exclusive branded partnership.
The range includes a Galaxy Caramel Wreath, a Galaxy Yule Log, Snickers and Mars Dessert Bars and a Twix Chocolate Caramel Tart.
While Mars desserts have been sold market-wide for a number of years, the range landing in Iceland is exclusive to the frozen food retailer. It is due to arrive in both Iceland and The Food Warehouse stores next month.
“We are delighted to announce the launch of our range of Mars branded desserts this November, our first Iceland Foods partnership range created with Mars,” wrote Iceland buyer Sophie Copping on LinkedIn, “boasting some of the UK’s most loved confectionery brands.”
Staniland said: “Another new and exclusive partnership is coming to Iceland Foods, The Range and The Food Warehouse with Mars Frozen Desserts.
“Just in time for Christmas, these are the perfect addition to the festive occasion.”
Much of Iceland’s recent new product development has focused on partnering with brands to launch exclusive ranges such as Cathedral City ready meals, TGI Fridays pizza and Ed’s Easy Diner burgers and hot dogs.
Iceland also recently struck a deal to sell frozen ready meals and desserts from the THG owned sports nutrition brand Myprotein.
As the pandemic-driven surge in demand for frozen food eased last year, Iceland responded by launching 250 new lines within a few days in September, including many exclusive branded products such as Mary Berry desserts and Piccolino pasta dishes. “We see a big correlation with transactions, sales growth and market share growth when we land swathes of new products, and that goes across exclusive brands, brands and own label,” Staniland told The Grocer at the time.
Iceland also developed a frozen pizza and pasta range with Gino D’Acampo in 2019, before they parted ways and the celebrity chef took his range to Asda instead last year.
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