SPAR and Iceland Foods expand convenience retail partnership

SPAR UK is aiming to strengthen its frozen food category through a nationwide partnership with Iceland Foods.

At present, 320 SPAR stores in England, Scotland, and Wales stock hundreds of Iceland’s frozen products, and the target is to increase this figure to almost 2,000 over the coming months.

Iceland exclusive brands such as Slimming World, Harry Ramsden’s, TGI Friday’s, and Myprotein will be available in SPAR stores alongside Iceland own-label products and Gregg’s.

Three of SPAR UK’s wholesalers and distributors are behind the collaboration between SPAR and Iceland – CJ Lang & Son Ltd (Scotland), James Hall & Co (North of England), and AF Blakemore & Son (South East, Midlands, and Wales).

Justin Addison, director of Iceland international & UK partnerships, at Iceland Foods, said: “This expansion is a key part of our mission to make Iceland products more accessible to customers wherever they shop.

“Partnering with CJ Lang, James Hall, and AF Blakemore to expand the offering of Iceland’s frozen food range in SPAR stores across the UK allows us to bring our value and quality to local communities in a way that’s fast, flexible and customer focused.”

CJ Antal-Smith, chief commercial officer at AF Blakemore & Son, said: “Working with my colleagues at James Hall and CJ Lang, we are always looking at ways to strengthen our offer for both retailers and customers, and this partnership with Iceland is a significant step forward for our frozen category.

“We know shoppers want quality, value and convenience without compromise, and this partnership delivers exactly that.”

Andrew Hall, chairman and CEO at James Hall & Co, said: “We have been trialling Iceland branded frozen food sections in 50 of our company-owned SPAR stores and the performance has been promising with our customers seeking out the breadth of products within Iceland’s range. The roll-out will now continue into more company-owned SPAR stores.

“We also invited Iceland to our recent SPAR Forward tradeshow to open the offer to our SPAR independent retailers. There was huge enthusiasm in the room for the brand, and we anticipate a strong take-up of Iceland’s offer with independents which will accelerate availability in our SPAR North of England region.”

Colin McLean, CEO at CJ Lang & Son, said: “We are delighted to bring Iceland’s trusted frozen food range exclusively to SPAR Scotland stores, giving our customers even greater choice, quality and value in their local communities.

“This partnership combines the convenience and reach of SPAR Scotland with the strength of Iceland’s much-loved frozen products, making it easier than ever for shoppers to access family favourites closer to home.”