Bestway looks to extend Iceland trial to more stores

Symbol group retailer Bestway is planning to add more stores to its Iceland product sales trial.

According to The Grocer, Iceland has given Bestway permission to stock its licensed products, except from its Greggs products, resulting in elements such as the frozen food retailers own label not being included in the trial.

Bestway’s managing director Dawood Pervez said up to three new locations could be on the cards to sell a “small range” of the frozen food retailer’s products.


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“We’re in very early stages but there is potential opportunity to develop a future partnership,” Pervez said.

“Iceland is very good at frozen. We might be trialling a small range at two or three new locations but there is plenty of work to be done before we can all take decisions around how to take this forward.”

Currently a range of products are being piloted at the a Costcutter store in Nuneaton, which recently reopened under the hybrid banner with fellow Bestway-owned fascia Bargain Booze.

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