Forecourt retailer EG On The Move has launched a pilot initiative, listing Iceland’s frozen range in a bid to ramp up its footfall.

The new trial will see the frozen food specialists’ range featured in 10 of the EG on The Move’s 153 forecourt sites, according to The Grocer.

EG on The Move #group CEO Zuber Issa said that the Iceland range will be stocked alongside EG On The Move’s existing supply arrangement with Spar, which includes fresh, chilled, ambient, and food-to-go products.

Issa said: “Iceland is a driver in frozen, so hopefully that will bring more people to the store.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“We’ve had lots of partnerships, such as with Sainsbury’s, Asda, Co-op, and Spar, so we’ve got lots of learnings and we’re happy testing.”

An Iceland spokeswoman told the title: “Iceland is constantly exploring fresh and exciting opportunities, with a diverse range of potential partnerships always on the horizon.”

The news comes after Issa sold his stake in Asda in June last year. It also builds upon Iceland’s expansion of its own convenience offering, which launched in 2023 in the form of Iceland Local formats in petrol stations.