Wilko is expanding its partnership with Iceland Foods to another store later this year following trials at two branches.
Iceland’s own-label and exclusive products have recently been added to new Wilko stores in St Albans and Rotherham, with a third set to receive the supermarket’s products.
Wilko is opening a new store in Poole later this year, which is set to be the third store to showcase Iceland’s frozen food offering which covers an initial 500 products from 150 of Iceland’s frozen lines.
Wilko is also stocking a selection of branded ambient products on its website that were previously exclusive to Iceland stores, according to The Grocer.
These include cheese and onion crisps from Cathedral City, a range of Chiquito fajita meal kits and Slimming World cereal bars.
The partnership between Wilko and Iceland follows the supermarket’s tie-up with The Range, which are both owned by CDS Superstores.
The Range has had Iceland concessions since 2019, now covering 117 stores.
At the time of the rollout to Wilko stores in Rotherham and St Albans, first reported by Retail Gazette, CDS Superstores chief executive Alex Simpkin said: “For our Wilko rollout we’ve been keen to trial lots of new additions to enhance the shopper experience.
“Our new stores in Rotherham and St Albans have a much larger food offer including the introduction of some Iceland products. There are natural synergies between the Wilko and Iceland customer bases, so this trial feels like a great opportunity to test new and exciting formats.”
Iceland Foods international and new business director Justin Addison added: “Iceland is proud of our partnership with CDS and we’re delighted that it has secured the future of the Wilko brand, with even more customers now able to access our fantastic products and exclusive brands.”
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