EG On The Move has almost tripled the number of stores featuring an Iceland concession since its trial began earlier this year, as the enhanced frozen range drives sales.
The 160-strong forecourt operator, run by former Asda co-owner Zuber Issa, agreed to a pilot with 10 stores in May. This has since been extended to 28 overall, as Iceland provided ”incremental grocery and merchandise sales”, it said.
Iceland supplies EG On the Move with own-label products as well as its exclusive own-brand partnerships, including with TGI Fridays, Greggs, Harry Ramsden’s, Slimming World and Myprotein.
Since introducing these products, the operator had seen an average 11% uplift in total shop sales, “demonstrating the positive impact a better frozen food offer had on underlying store performance”, convenience retail manager Arif Adam told The Grocer.
The range was also transforming the frozen category in the sites where Iceland is featured, with its share rising from 1% to 10% of total sales in some stores.
“Frozen food has historically played a very small role in petrol forecourt retailing and typically contributed less than 1% of sales,” said Adam. “But with changing consumer habits and our customers being able to access the enhanced Iceland frozen food offer, some sites are now seeing frozen products represent up to 10% of total shop sales.
“Our collaboration with Iceland is enabling us to better meet our customers’ needs and demands.”
Iceland products are offered to shoppers alongside EG On The Move’s existing supply arrangement with Spar, which includes fresh and chilled, ambient and food-to-go products. Spar supplies the majority of EG On The Move’s estate.
The forecourt operator said Iceland was having a positive impact on the items supplied by Spar.
“Our partnership with Spar remains as strong as ever and we operate nearly 150 Spar branded stores nationally,” added Adam. “We have opened nine new to industry locations carrying the Spar brand fascia during 2025.”
EG On The Move also works with Co-op after signing a franchise agreement last summer. The pair first launched seven trial sites last summer, including in Sussex, Buckinghamshire, Glasgow, Aberdeen and East Lothian, and in August opened another roadside service station in Stowmarket.
It does not currently operate an Iceland concession in any of its Co-op locations.
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