Iceland store

Source: Iceland

It is understood Iceland has given Bestway access to its licenced products, with the exception of Greggs

Bestway is looking to extend its Iceland trial to more stores, The Grocer can reveal.

MD Dawood Pervez said up to three new locations could be on the cards to sell a “small range” of the discounter’s goods.

It is understood Iceland has given Bestway access to its licensed products, with the exception of Greggs, meaning elements such as Iceland own label are not included in the trial.

A range of products are being currently piloted at the Costcutter Nuneaton store, which recently reopened under the hybrid banner with fellow Bestway-owned fascia Bargain Booze.

“We’re in very early stages but there is potential opportunity to develop a future partnership,” said Pervez. “Iceland is very good at frozen.

“We might be trialling a small range at two or three new locations but there is plenty of work to be done before we can all take decisions around how to take this forward.”

Bestway currently supplies Iceland’s fledgling Swift convenience format via Costcutter. These stores have 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.

Meanwhile, Iceland began adding Bargain Booze concessions to its Food Warehouse stores in 2020. Earlier this year, Bestway said the number of these concessions had reached 120.