SPAR and Iceland have signed a partnership that will bring Iceland’s frozen food range to SPAR stores across England, Scotland, and Wales.

The deal will include Iceland-exclusive frozen food brands at SPAR, such as Harry Ramsden’s, Myprotein, Slimming World, and TGIFridays. It will also include Greggs products and Iceland own-brand lines.

At the time of the announcement, 320 SPAR stores across England, Scotland, and Wales already stocked Iceland frozen goods. Iceland said that in the coming months this could increase to nearly 2,000 stores.

SPAR said the partnership came about through a collaboration between three of its wholesalers and distributors: James Hall & Co. Ltd in the North of England, CJ Lang & Son Ltd in Scotland, and A. F. Blakemore & Son Ltd in the South East, Midlands, and Wales.

Justin Addison, director of Iceland international and 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 A. F. 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.”

SPAR said that frozen food complements its existing reputation for fresh foods and food to go, alongside traditional convenience store products.

Andrew Hall, chairman and chief executive at James Hall & Co. Ltd, 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 rollout will now continue into more company-owned SPAR stores.

“We also invited Iceland to our recent SPAR Forward trade show 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.”

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