Swift 1

Source: Iceland

Co-op ranges were spotted in the second branch of Swift, which opened last week in Wembley

Iceland’s new-format Swift stores are selling Co-op own-label lines, as part of a convenience range supply deal with Bestway. 

It builds on a partnership between Iceland and Bestway which saw Bargain Booze concessions launched in Food Warehouse stores in 2020.

Although Iceland’s contract for supply of the convenience range is with Bestway, the deal is being serviced by Co-op-owned Nisa. The arrangement is similar to the one that sees Nisa supply Bestway-owned symbol group Costcutter.

The deal is giving Swift a full range of ambient and chilled food, including branded products as well as Co-op own label, to supplement Iceland’s predominantly frozen range. The Co-op lines include ready meals, pizzas, and food to go.

“Our Swift trial includes an extended range of convenience products to offer customers as much choice as possible,” said an Iceland spokeswoman.

“As Iceland does not currently stock some of these products in its own stores, we are working with Costcutter [and Bestway] to source. We continue to review our product offering and supplier base as part of the trial.”

A Bestway spokesman said: “Our relationship that sees a combination of branded and supply concepts placed into Food Warehouse stores continues to progress well.”

He said Bargain Booze concessions were now in about 70 Food Warehouse stores and set to reach another 20 this year.

“The Food Warehouse relationship and supply agreement has been extremely successful and we’re pleased to be supporting Iceland in the evolvement of their Swift convenience proposition,” he added.

“Our leadership and store development teams have worked closely with Iceland’s senior leadership and operational teams, offering our convenience expertise and input on range, layout and location.”

The Co-op lines were first spotted by Shopfloor Insights founder Bryan Roberts as he visited a newly opened Swift store in Wembley, north-west London, last week.

“What took me slightly by surprise is the preponderance of Co-op branded products in food-to-go and chilled,” said Roberts.

“I guess though that this is understandable. In regular Iceland stores there is nothing much in the way of food-to-go and the chilled range is notably sparse, so the fact that Iceland has partnered with the Co-op to provide ready meals and items in food-to-go and deli makes total sense.”

Iceland launched Swift as a single-store pilot in Newcastle in 2021 and waited a year before opening the second branch in Wembley. Iceland has said another three will open in London over the next few months, while planning application documents for the Wembley branch point to nationwide ambitions. 

Both existing Swift stores offer rapid delivery via Uber Eats, as do hundreds of Iceland supermarkets.