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Source: Iceland

Iceland has a number of exclusive branded ranges

Iceland is to stock a new range of frozen ready meals and desserts from Myprotein in a licensing agreement with the THG owned sports nutrition brand.

A five-year partnership will see the Myprotein ready meals and desserts in Iceland’s 1,000-plus stores from early next year, as well as online and in the frozen food retailer’s international franchises.

It will involve the two jointly developing a new Myprotein range, also including pizzas, wraps and ice cream, all said to be high in protein and nutritionally balanced.

“We are excited to partner with Myprotein and bring an entirely new category to our expanding exclusive brands roster,” said Iceland trading director Andrew Staniland.

“The product range we are developing together will offer both Iceland and Myprotein customers high-quality meals, ingredients and ice creams to rival any other range already available on the market.

Read more: Iceland adds 250 lines in ‘biggest-ever frozen new product launch

“Iceland has a proven track record of working with household names to deliver exceptional products, and this partnership is no different. We look forward to our future with Myprotein and can’t wait for our customers to experience the range first-hand.”

A Myprotein spokeswoman said: “We are delighted to announce this agreement with Iceland, a pre-eminent licensing partner helping drive range expansion for Myprotein consumers whilst providing Iceland’s customers with access to the highest quality, curated nutritional frozen food.

“For over 15 years Myprotein has built a trusted reputation for delivering best-in-class nutritional product, convenience and value for money, which is especially important given the cost of living challenges faced by consumers.

“Given the international consumer reach of the Myprotein brand and the breadth and scale of the global nutrition market, we are always looking for potential partnership opportunities.”

Iceland has a number of exclusive branded ranges, including Cathedral City and Slimming World ready meals and Chiquito Burrito wraps.