Iceland Foods has launched a stand alone food licensing agency in a move it claims will “redefine the landscape of food licensing”.
Harnessing expertise from the retailer’s history of licensing and product innovation, the new agency – called Food Brands Now (FBN) – will work with other retailers, manufacturers and brands to launch and develop new food and drink products.
The new business will be led by Iceland’s former head of licensing and innovation Oliver Gilding as director of FBN, and will operate separately from Iceland Foods. As part of the spin-off, FBN will continue to manage Iceland’s own portfolio of exclusive brands but would also focus on expanding it through new retail partnerships.
FBN would also offer a “suite of services” including brand representation, licensing programmes and consulting as well as legal and financial management.
“Our mission is to help brands grow with strategic purpose, enable retailers to differentiate with impact, and support manufacturers in bringing exciting, innovative products to market,” Gilding said.
“By focusing exclusively on food, we combine deep category expertise with speed to market, helping brands expand into new aisles, unlock new categories, and reach broader audiences. Ultimately, we’re here to help brands evolve while staying true to their identity, creating meaningful everyday experiences that resonate with shoppers and drive sustainable growth.”
FBN was “on a mission” to becoming the leading global partner in the licensing and development of branded food products,” Gilding added.
Iceland has been developing the proposition over the last couple of months, ahead of the official launch.
It has seen the roll-out of some of its formerly exclusive brand partnerships with Patak’s, TGI Fridays and Harry Ramsden’s into Morrisons and Asda.
Iceland’s exclusive brands programme
It marks a major step in the development of Iceland’s exclusive brands programme over recent years.
The programme – which has been credited as one of Iceland’s key competitive strengths – has seen Iceland buyers work with notable partners like Greggs, Cathedral City, and more recently brands like Sides, to develop and launch standalone products into Iceland stores in as little as six weeks.
In May 2024, Gilding helped launch Brands On Ice, a brand development-cum-accelerator scheme, to develop exclusive products for the programme.
Britvic, Müller and Happy Egg are among the companies to have launched SKUs into Iceland through the quarterly programme.
“We believe licensing is more than a commercial agreement; it’s a way for brands to become part of consumers’ everyday lives,” Gilding said, on the FBN launch.
“Whether it’s recreating a restaurant experience at home, entering new product categories, or co-creating unique culinary moments, FBN will help brands evolve while staying true to their DNA,” he added.
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