Frozen food specialist Iceland to double petrol forecourt presence with EG Group tie-up

Iceland stores on forecourts will jump from 11 currently 21 over the coming months, with the frozen food specialist putting a dedicated frozen food range on 10 of those sites.

The partnership will start with two stores on April 17—in Barnstaple and Rotherham. Both of the new On the Move stores will feature prominent Iceland branding on both fascias and on in-store displays.

Both of the stores will also include a tailored range of freezer cabinets.

The exact Iceland ranges in the new locations will vary, but each will have a selection of the supermarket chain’s most popular brands—including Harry Ramsden, TGI Fridays, Greggs and Cathedral City.

Iceland Foods international and partnerships director Justin Addison 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.”

EG On the Move convenience retail manager UK Arif Adam added: “As we continue to evolve and adapt to the ever-changing 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.”

EG on the Move has previously trialled Iceland frozen ranges in February, bringing the supermarket’s profits to 10 of its 153 forecourts.