Iceland has revealed the eight start-ups that will join its first Innovation Lab accelerator programme designed to make the most of digital opportunity.

Iceland is working with innovation and investment specialist L Marks on the project, which over the course of nine weeks will seek solutions to challenges in fields ranging from customer experience to supply chain optimisation and sustainability.

The eight start-ups are Exaactly, GreenJinn, How Do I? Intelligent Replenishment, Locpin, Valentis, Wasteless and Wiseshelf.

  • Exaactly enables retailers to pinpoint location, photographs, instructions and more to ensure successful delivery.
  • GreenJinn bridges the gap between the online and offline shopping experience through an app that collects shoppers’ basket information and personalises future offers using machine learning.
  • How Do I? enables users to create and share step-by-step video learning content, bridging the gap between physical and digital with contactless mobile tech.
  • Intelligent Replenishment enables retailers to “sell more, waste less” through “significantly increased on-shelf availability and ecommerce activities seamlessly integrated into store operations”.
  • Locpin ensures “delivery to the right place, first time, every time” through its addressing system.
  • Valentis’s technology combines nanoparticles with cellulose nanocrystals (CNC), a biodegradable, transparent material made from plant biomass, to produce polymeric coatings and compounds.
  • Wasteless allows retailers to “dynamically price and sell products based on their freshness and never run out of consumers’ favourite products” using machine learning and product tracking.
  • Wiseshelf “brings real time insight from standard retail shelves in traditional stores” to prevent out-of-stocks and provide data on product positioning and more.

While developing their ideas the start-ups will have access to Iceland resources and benefit from the insight of specialist mentors.

Iceland Foods chief operating officer Tarsem Dhaliwal said: “After a comprehensive selection process that saw applications from across the globe we have selected eight exciting suppliers.

“We’re looking forward to working with some of the best and brightest talent from the start-up world, developing solutions that will benefit Iceland and our customers.”

L Marks chief executive Daniel Saunders said: “Iceland Foods has a history and reputation for being a fast paced and innovative organisation. I’m looking forward to seeing what the cohort [of start-ups] can deliver during the programme and beyond.”