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Iceland to launch new fruit and veg brand

Iceland Foods has launched a new and exclusive brand after partnering with Irish fruit and veg supplier Keelings.

The frozen food retailer has named the brand ‘Keelings, Love to Grow’, and began rolling the new lines into Iceland stores and online earlier this month.

According to The Grocer, Iceland has relaunched its fresh produce lines as part of a major overhaul aimed at improving its customer offering and perception in the fresh category. It has also promised on its website that “more lines” would be coming “soon”.

The new range includes more than 60 fruit and vegetable products such as lettuces, salad tomatoes, avocados, and cucumber, as well as prepared lines such as mashed potato and shredded kale.

The products are included in Iceland’s three for £5 mix and match multibuy deal, launched in response to the cost-of-living crisis.

It follows Iceland’s biggest single launch of new frozen products announced in August, as part of wider efforts to broaden its appeal to UK shoppers.

Furthermore, Keelings supplies berries, melons, pineapples, apples and pears to Tesco stores in Ireland, and has previously supplied several berry lines for M&S stores in the country.


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