SPAR introduces new nationwide partnership with Iceland Foods

SPAR is strengthening its offer in the frozen food category through a new nationwide partnership with Iceland Foods.

Following trials last year, Iceland’s exclusive brands, such as Slimming World, Harry Ramsden’s, TGI Friday’s, and Myprotein, will be available in SPAR stores alongside the frozen food specialist’s own-label products and Gregg’s.

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

At present, 320 SPAR stores across England, Scotland, and Wales now stock hundreds of Iceland’s frozen products, with the potential for the number of stores to increase to almost 2,000 over the coming months.

Iceland’s frozen food range will in-store with categories that SPAR is known for, including fresh foods and food-to-go, as well as traditional convenience products.

Justin Addison, Director of Iceland International & UK Partnerships, at Iceland Foods, commented: “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.”

CJ Antal-Smith, Chief Commercial Officer at A.F. Blakemore & Son, added: “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 rollout will now continue into more company-owned SPAR stores.”

Meanwhile, Colin McLean, CEO at CJ Lang & Son, concluded: “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.”