Iceland Adds 150 'New And Improved' Products To Own-Label Range

By Donna Ahern
Iceland Adds 150 'New And Improved' Products To Own-Label Range

Iceland Ireland has announced its biggest ever new line up across the supermarkets own-label range with 150 'new and improved' products.

The overhaul of Iceland’s popular own-label follows months of market trends, social media and sales analysis as the supermarket looks to create an own-label range driven directly by customer feedback, the supermarket retailer said.

“In response to our ever changing customer needs and tastes, we have completely rejuvenated our entire own-label range to ensure we as the biggest frozen food suppliers continue to offer the best quality and value for frozen food on the market," Ron Metcalfe, managing director at Iceland Ireland, said.

What Customers Want

Among the new and improved products within the own-brand range includes Iceland’s Detroit Style Mighty Meaty Pizza, €5 and Unicorn Ice Cream, €2.50.


"Following an intensive research and redevelopment project, which involved analysing our customer feedback and reviewing our product recipes, we took the decision to either remove and replace or rework our branded products.

This new and improved range is completely based on trends, customer opinion, optimised recipes and as such represents one of our most ambitious frozen food ranges to date.”

The new range is now available in all 26 stores nationwide.

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