Iceland Foods is set to double its presence in the forecourt sector through a new strategic partnership with EG On the Move.
The frozen food retailer will be taking its forecourt offering from 11 to 21 sites within the coming months.
This new retail partnership will see a dedicated Iceland frozen food range introduced in 10 EG On the Move sites, starting with two stores opening on 17th April in Barnstaple and Rotherham.
Stores will feature prominent Iceland branding on both fascias and in-store displays, with each location offering a tailored number of freezer cabinets based on available space.
The exact range on offer will vary by site, but customers can expect a convenient selection of Iceland’s most popular products and exclusive brands – including Harry Ramsden, TGI Fridays, Greggs, and Cathedral City – making it easy to pick up high-quality frozen meals and essentials while on the move.
Justin Addison, International & Partnerships Director at Iceland Foods said: “We’re proud to be working with EG On the Move to bring Iceland’s much-loved frozen products to even more customers in convenient locations. These 10 new stores are just the start, as we continue to grow our forecourt proposition and reach more people in the places that suit them best.”
Highlighting the synergy of the two brands coming together, Arif Adam, convenience retail manager, UK at EG On The Move said: “We are thrilled to announce our latest partnership with Iceland – a brand that shares our commitment to excellence and innovation!
“As we continue to evolve and adapt to the everchanging needs of our customers, we recognise that convenience is more important than ever in today’s fast paced world. This collaboration allows us to meet that demand head on, providing a seamless and convenient experience to serve customers even better.
“At EG On The Move, we’re always striving to improve and enhance the services we offer to our communities. By working with reputable brands that prioritise quality and customer satisfaction, we ensure that you have access to the best products and services available.”
This partnership builds on Iceland’s continued growth in the convenience sector, following the launch of Iceland Local formats in petrol stations in 2023.
