Iceland is to exclusively debut new Britvic, Müller and Happy Egg products as part of its new brand accelerator scheme, Brands on Ice.

The frozen food specialist has revealed that the FMCGs are among the 12 suppliers it is working with to develop the initial wave of products, after hosting its quarterly pitching opportunity earlier this month, reported The Grocer.

Other names include Austrian ice cream brand Frozen Power, pizza brand Italpizza and innovation company Juicy Brick, which has proposed a range of new brands for the supermarket.

The first cohort of products, in which each brand is understood to have received an investment capped at £100,000, are due to roll out into stores from August, while others are to launch at the beginning of next year.

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Iceland Foods head of innovation and licensing Oliver Gilding said: “It shows the levels we’re getting. We’re not just going after big brands or small brands, but people who can create innovation that will excite our customers.

“We saw a whole host of really exciting true innovation, some in exciting new categories of products as well.”

Brands on Ice’s new wave of products follows the initiative first launched by Iceland earlier this year. It is the latest in a series of ventures the grocery retailer has introduced to bolster its brand offerings.

In April, it introduced a 30-product household own-label range, just months after it rolled out 500 own-label products and branded items in August last year.