Iceland Foods launches first Asia-Pacific store in China
Iceland Foods is set to launch its first Asia-Pacific retail operation, in China, in a bid to bring western cuisine to the Chinese retail market.
The store forms part of a new strategic tie-up with retail concept company BTG We Link, and will offer shoppers in China over 100 products from the retailer’s frozen range from the end of June via multiple ecommerce platforms.
This will see the supermarket chain launching the first ‘Iceland Lab’ – an innovative retail space showcasing products and serving as a hub for AI-driven retail experience – in Beijing next month.
The initial product offering will span categories such as desserts, pizzas and ready meals, with future plans that will cater to regional tastes and aims to develop products specifically for the Chinese market.
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Alongside Iceland’s products, the AI lab will also stock high-quality imports from Japan, Australia, New Zealand, and Spain, and century-old Chinese brands such as Donglaishun, Juboyuan, Quanjude, and Daoxiangchun.
Iceland Foods international and partnership director Justin Addison said: “We’re thrilled to be entering the Chinese market with BTG We Link and launching Iceland’s first ever Asia-Pacific store, setting a new benchmark for frozen food retail in China.
“This new partnership will allow Iceland to expand its international footprint and offer our innovative, affordable frozen food range to a whole new audience.”
BTG We Link’s Huang Lujing added: “We are excited to partner with Iceland Foods to introduce their renowned frozen food range to the Chinese market. This partnership marks a significant step in our commitment to offering high-quality international brands and expanding the variety of frozen food options available to Chinese shoppers.”
The launch of the Asia-Pacific store follows the opening of Iceland’s first UK prison supermarket, as it seeks to help inmates adjust to life in the outside world. The frozen food specialist opened a special branch at the UK’s largest prison, HMP Oakwood near Wolverhampton, last month.
