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It shouldn’t come as a huge surprise that Iceland is looking to expand given the discount sector is expected to grow to £18.6bn by 2018, and the recent announcement that Iceland’s profits are in decline.

It has already been widely reported that if the UK’s supermarkets want to keep up with the competition, they must not discount the discounters! The sector has seen its most significant period of growth over the last 12 months; partly as a result of consumers opting to use a repertoire of shops, rather than one trusted supermarket, which represents a unique opportunity for Iceland as a frozen food specialist.

We know retailers, like Iceland, can use insight into the industry and existing players’ knowledge of the sector to meet their own objectives in a way that is aligned with the brand’s overall strategy – not at odds with it. It’s great to see such confidence in an increasingly competitive market.

James Russell, Commercial Director, Rowan