Iceland has entered into a wholesale trial with Bestway for independent retailers, The Grocer has learned.
The move marks a further strengthening of the relationship between the two businesses, with the frozen food retailer acting as the supplier for the first time.
It is understood a range of the discounter’s products are being trialled at the Costcutter Nuneaton store, which has recently reopened under the hybrid banner with fellow Bestway-owned fascia Bargain Booze.
Both Iceland and Bestway declined to provide any further details of what is involved in the trial, but the move is beginning to attract interest from retailers both within Bestway and those interested in switching their store to the wholesaler.
“I think it’s an exciting prospect for our sector,” said one independent retailer who is currently considering changing wholesaler. “Iceland has a fantastic proposition and enabling independent retailers to access that would change the game fundamentally.”
One Bestway retailer added: “It would certainly be interesting, but Iceland is known for value, and I’m not sure how much we’d be selling it for. I can’t imagine it would be anywhere near as cheap, so what would customers think?”
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.
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