Iceland Foods has officially dropped the Keelings brand from its fruit and vegetable product line, marking a shift in its fresh produce strategy.
The decision, reported in The Grocer, follows a recent strategic overhaul aimed at refreshing its fresh produce offerings and ensuring its product range remains competitive and appealing to customers.
The supermarket had initially partnered with the Irish supplier Keelings to launch a new brand called Keelings, Love to Grow, which featured a variety of fresh fruits and vegetables. The collaboration was designed to bring high-quality, branded fresh produce to Iceland stores, differentiating it from its competitors.
However, as part of its latest innovation efforts, Iceland has opted to replace this brand with new exclusive ranges and products that align more closely with its long-term vision.
This move is part of Iceland’s broader strategy to enhance customer experience and expand its product portfolio. The retailer has been actively launching new lines, with over 800 products introduced across multiple categories. This shift signals a commitment to strengthening its exclusive and own-label offerings, ensuring Iceland remains a key player in the highly competitive grocery sector.
Additionally, the supermarket has been focusing on value and sustainability, key factors influencing its product development. By streamlining its fresh produce selection, Iceland aims to provide customers with a more curated, high-quality range that reflects current market demands.
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