Iceland has launched a new household goods own-label range as it expands its store product offerings.
Debuting this week, the new Home range is a 30-product line including essentials like bleach, dishcloths, and washing-up liquid, priced between 75p and £2.
The range follows group buying director Andrew Staniland’s aims to broaden its appeal to UK shoppers and change consumer perception of the grocer – from a primarily frozen retailer to a full-range supermarket.
Late last year, Iceland launched over 500 new own-label products and branded items from Cathedral City, TGI Fridays and Mars.
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Among its private label, new products included BBQ pulled pork quarter pounder meal kit, a double bacon cheeseburger kit, breaded popcorn shrimp, a fruit curry, toffee apple cheesecake and a cherry bakewell cheesecake.
It was followed by an exclusive brand line after partnering with Irish fruit and veg supplier Keelings.
Staniland at the time said: “We’re always big on value and variety at Iceland. Our latest range of hundreds of new products, many of which shoppers simply won’t find anywhere else, is testament to our commitment to put money back in shoppers’ pockets when they need it most.
“The variety and value of our latest product launch is really something else, and one more way we’re showing our ongoing commitment to helping families across the UK eat well for less every day.”
