AF Blakemore is launching a trial with Iceland, The Grocer can reveal.
The Spar wholesaler said the partnership demonstrated its commitment to offering shoppers convenient meal solutions and a value-led frozen range.
Shoppers will get access to 37 products across Iceland’s exclusive brand partnerships, including with Harry Ramsden’s, TGI Fridays, and Slimming World, and 28 lines from its own-label range.
The trial starts today (24 June) across 20 company-owned stores.
“Customer insight tells us customers are looking for great taste and value as they look for convenient meal solutions,” said AF Blakemore retail MD Matt Teague.
“As the leaders in frozen food, Iceland Foods is the perfect partner and we are excited to provide Spar customers with the best range of frozen food brands delivering exceptional value on their doorstep.”
Iceland Foods international and partnerships director Justin Addison said: “We are delighted to be entering into such an exciting venture with AF Blakemore and Spar.
“We are committed to helping families to eat well by providing customers with great quality, great value and easy-to-prepare frozen food, and our partnership with Spar will help us to reach even more customers than ever before.”
Iceland’s tie-up with AF Blakemore comes as the frozen food giant ramps up its presence across the UK convenience sector.
It currently supplies around 30 Iceland Local stores, run by partners including Greens Retail, EG On The Move and SGN, with plans to “more than double” the number this summer.
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