EG On The Move to trial new supply deal with Iceland

EG On The Move is trialling a new supply deal with Iceland, The Grocer can reveal.

The forecourt operator’s CEO Zuber Issa explained the offer will be going into 10 stores across the 150-strong network to drive footfall with a robust frozen range.

Iceland will form part of each store’s fascia, with the range also signposted inside. It will be offered to shoppers alongside its existing supply arrangement with Spar, which includes fresh and chilled, ambient and food-to-go products.

“Iceland is a driver in frozen, so hopefully that will bring more people to the store,” says Issa. “We’ve had lots of partnerships, such as with Sainsbury’s, Asda, Co-op, and Spar, so we’ve got lots of learnings and we’re happy testing.

“You can never be satisfied with what you’ve done or what you’re doing. You have to keep reinventing yourself otherwise you just go backwards.”

The move comes as Iceland continues to expand its convenience offer, following a restructure of its c-store network in April 2023. It now supplies Iceland Local formats in 10 petrol stations and three standalone locations, with partners including Greens Retail in Scotland and forecourt operator SGN Retail.

SGN Retail opened the first Iceland Local on 31 March 2023 on a Texaco garage forecourt in Fallings Park, Wolverhampton, offering goods from Iceland’s own-label range as well as its exclusive own-brand partnerships, including with Harry Ramsden’s, Slimming World and THG-owned Myprotein.

Iceland’s partnership with Greens Retail kicked off in July last year. The Scottish grocer has so far converted three of its 25-strong estate to a dual-branded fascia across Glasgow and Fife.

Greens reported in August it had experienced a significant increase in sales and footfall since converting. Alongside Greens’ supply deal with Nisa, Iceland supplies around 30% of the stores’ range, including own-label and branded goods from its exclusive brand partnerships with Greggs, TGI Fridays, Harry Ramsden’s and Cathedral City.

On the new supply deal trial, an Iceland spokeswoman said: “Iceland is constantly exploring fresh and exciting opportunities, with a diverse range of potential partnerships always on the horizon.”