Iceland Foods and parenting website Mumsnet are partnering to roll out a new range of kids products.

According to The Grocer, it is understood that while any physical items won’t be reaching stores until early 2025, Mumsnet CEO Justine Roberts and brand partnerships manager Sarah Murray-Muncila met with some of the frozen food retailer’s innovation team last week.

Mumsnet told the publication that the brand was “working on something truly special” with Iceland.

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It marks the latest partnership for the supermarket, having recently collaborated with YouTube sensations the Sidemen.

In April, the group launched a new frozen food range, Sides, exclusively in Iceland – a spin-off from the Sidemen’s restaurant of the same name, which sells fried chicken, side dishes, and sauces.

To mark the launch of the new 15-product range, Iceland and the Sidemen opened a pop-up last month located at the grocer’s Hackney store branch in London, where several of the group’s members appeared to promote the new tie-up.

The news comes as Iceland executive chairman Richard Walker has vowed to “bring high street realism to Westminster” as the supermarket launched its first-ever customer ‘manifesto’ ahead of the general election tomorrow (4 July).

The findings include that the biggest issue facing Britain was the cost-of-living crisis, with three quarters (74%) of respondents saying they were worse off than in 2021.