Iceland Foods is set to double its presence in the forecourt sector through a new partnership with EG On the Move, the business set up in 2023 by Zuber Issa to operate the sites that the EG Group didn’t sell to Asda.
The frozen food retailer will be taking its forecourt offering from 11 to 21 sites within the coming months. The tie-up will see a dedicated Iceland frozen food range introduced in 10 EG On the Move locations, starting with two stores opening on 17th April in Barnstaple and Rotherham.
The stores will feature Iceland branding on both fascias and in-store displays, with each outlet offering a tailored number of freezer cabinets based on available space.
The exact range on offer will vary by site but will include a selection of Iceland’s most popular products and exclusive brands such as Harry Ramsden, TGI Fridays, Greggs, and Cathedral City.
Justin Addison, International & Partnerships Director at Iceland Foods, said: “We’re proud to be working with EG On the Move to bring Iceland’s much-loved frozen products to even more customers in convenient locations. These 10 new stores are just the start, as we continue to grow our forecourt proposition and reach more people in the places that suit them best.”
EG On The Move recently bolstered its estate with the acquisition of Applegreen’s 98 forecourt sites in the UK.
Highlighting the synergy of the two brands coming together, Arif Adam, convenience retail manager at EG On The Move, commented: “We are thrilled to announce our latest partnership with Iceland – a brand that shares our commitment to excellence and innovation!
“As we continue to evolve and adapt to the ever-changing needs of our customers, we recognise that convenience is more important than ever in today’s fast-paced world. This collaboration allows us to meet that demand head-on, providing a seamless and convenient experience to serve customers even better.
“At EG On The Move, we’re always striving to improve and enhance the services we offer to our communities. By working with reputable brands that prioritise quality and customer satisfaction, we ensure that you have access to the best products and services available.”
The deal builds on Iceland’s continued growth in the convenience sector, following the launch of its Local formats in petrol stations in 2023, with partners including Greens Retail in Scotland and SGN Retail.
NAM Implications:
- And why not, if demand is there?
- And no reason to think that Iceland will stop at 21 forecourt outlets.
- Watch for the response by rivals…
