Iceland is adding 800 new lines to its food range as part of its ‘latest innovation push’

Arriving in store and online this week, the new products include a variety of product offerings for shoppers, including an exclusive launch of Jamie Oliver’s new frozen dishes.

The product expansion also features a full Piccolino range relaunch, with 14 new lines alongside the existing two-course £10 meal deal for two.

Iceland is also unveiling a Blue Dragon range relaunch as well as five new product innovations − tempura prawns, teriyaki beef noodles, katsu chicken and salt and pepper sweet chilli chicken pizza.

The retailer’s TGI Fridays offering will increase to include slow-cooked ribs and wings bucket, ultimate loaded beef taco pizza and meat feast loaded doughballs.

Iceland has reported a 25% increase in TGI Fridays product sales year on year. Slimming World and Sides will also offer extended lines.

Six new Jamie Oliver ready meals will also be unveiled by The Food Warehouse for customers exclusively for September. Other categories such as confectionery, seasonal general merchandise, ready meals and frozen pizza will also see their ranges extended.

Iceland Foods chief commercial officer Paul Dhaliwal said: “We’re delighted to launch over 800 new products across Iceland and The Food Warehouse as we head into autumn, offering a wide range of products for our customers.

“We’re always listening to feedback from our shoppers and looking for ways to bring them new, innovative and delicious options from some of the biggest brands. We can’t wait for our customers to get their hands on the new range and sample some of the fantastic products and deals on offer.”