Iceland expands forecourt presence with EG On the Move
The frozen food specialist will grow its current forecourt store count from 11 to 21 in the UK.
Iceland Foods is poised to significantly boost its footprint in the forecourt retail space, thanks to a new partnership with EG On the Move.
The frozen food specialist will grow its current forecourt store count from 11 to 21 in the coming months. As part of the agreement, 10 EG On the Move sites will introduce a curated Iceland frozen food range, bringing more convenient access to the brand’s best-loved products.
The rollout begins on 17 April with the launch of two new locations in Barnstaple and Rotherham. These pilot stores will feature prominent Iceland branding both on the exterior and throughout the interior, with a variable number of freezer cabinets depending on each store's layout and capacity.
Product assortments will be tailored to each location, offering a mix of Iceland favourites and exclusive items from well-known brands such as Harry Ramsden, TGI Fridays, Greggs, and Cathedral City.
“As consumer expectations evolve, convenience continues to be a key driver in our strategy. This partnership with Iceland allows us to better serve our customers by offering trusted, high-quality frozen products right where they need them most,” Arif Adam, UK Convenience Retail Manager at EG On the Move
This move follows Iceland’s growing presence in the convenience channel, building on its 2023 introduction of the Iceland Local concept at petrol station forecourts.
