Iceland is set to launch over 800 new products this week in its latest innovation push.

Piccolino’s new range of products

Taking to social media platform LinkedIn, head of innovation and licensing Oliver Gilding said the new product launches were a demonstration of the frozen food specialist‘s “unwavering commitment to continuous innovation”.

Some of the products set to be listed this week feature a Blue Dragon range re-launch, including new Tempura Prawns, Teriyaki Beef Noodles, Katsu Chicken, and Salt and Pepper Sweet Chilli Chicken Pizza.

Gilding said: “By constantly pushing the boundaries and creating points of difference in an ever-competitive landscape, we’re not only enhancing the shopping experience but also delivering exceptional value, overdelivering vs our customers expectations.”

In keeping with the rise of restaurant branded “fake-aways”, the supermarket giant is also supporting a Piccolino relaunch, featuring 15 new lines, alongside its existing double two-course meal deal.

Meanwhile, TGI Fridays offer has continued to grow, with Iceland reporting sales of 25% year-on-year, as it is set to debut new products including a Slow Cooked Ribs and Wings Bucket, Ultimate Loaded Beef Taco Pizza, Hash Brown Cheeseburgers and Meat Feast Loaded Doughballs.

Likewise, Myprotein is set to launch a new range featuring Korean BBQ Chicken, Air Fry Chicken Strips, Creamy Prawn Linguine and Salted Caramel Cheesecakes.

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“As we approach the golden quarter, I couldn’t be more excited about the momentum we’re building. Iceland’s relentless focus on innovation whilst also ensuring that we offer customers affordable, great tasting products all year round has solidified our position as the leaders in product innovation and home of exclusive brands,” Gilding added.

The new launches are set to be supported by a series of in-store activations.

It comes as earlier this year, Iceland introduced a brand accelerator scheme, ‘Brands on Ice’, in a bid to encourage both challenger and established brands to pitch new innovation ideas to its team and shake-up the FMCG industry.

Since the first quarter of the initiative, the grocer has exclusively debuted a wave of new products, including from Britvic, Müller and Happy Egg.

Last month, Gilding told Grocery Gazette that the scheme has a chance to expand from not only product innovation, but “innovation within packaging, innovation within ingredients which are used, coating systems, and the way in which customers engage with the products.”

He added: “Product innovation is only one aspect of what we’re looking to really spearhead for the industry.”

The latest product launches follows Iceland’s decision to launch over 500 new own-label and branded products last year, including new items from Cathedral City, TGI Fridays and Mars.

The supermarket has officially re-opened submissions for the second quarter of its brand accelerator scheme, with interested brands able to apply via Iceland’s team.