Iceland to open 18 new ‘mini-supermarkets’ including seven across Lancashire

The supermarket giant signed a deal with EG On The Move to supply its stores with frozen food products

Iceland is set to open 18 new ‘mini-supermarkets’ across the UK – including seven across Lancashire.

The number of Iceland concessions within EG On The Move petrol forecourt retail sites has nearly tripled following a successful trial. Earlier this year, the supermarket giant signed a deal with the forecourt operator to supply its stores with frozen food products.

These included Iceland’s own-label products and its exclusive own-brand partnerships, such as Greggs, TGI Fridays, Harry Ramsden’s, Myprotein and Slimming World, according to The Grocer. Initially, 10 stores were included in a trial announced in February, featuring Iceland branding on in-store displays and freezer cabinets selling the supermarket’s products.

The number and size of the cabinets were expected to vary depending on the amount of available space, as reported by Retail Gazette in April. Iceland has confirmed the 10 sites included in the initial trial were:

• Barnstaple – Roundswell Roundabout, Barnstaple, Devon, EX31 3NP
• Riverside – Canklow, Riverside Way, Rotherham, South Yorkshire, S60 1DS
• Mill Farm – Mill Farm, Fleetwood Road, Wesham, Preston, Lancashire, PR4 3HD
• Old Meadow – Old Meadow Road, Maghull, Liverpool, Merseyside, L31 1FP
• Coopers Lane – Coopers Lane, Knowsley, Liverpool, Merseyside, L33 7AL
• Beacon 62 – Cronton Road / Coppice Lane, Huyton, Liverpool, Merseyside, L35 1QT
• Stone – Darlaston Inn Roundabout, Meaford, Stone, Staffordshire, ST15 0PX
• Earlsfield – Knowsley Earlsfield, Arley Drive, Knowsley, Prescot, L34 4BE
• Plantation – Plantation, Unit 2, Plantation Way, Gildersome, Morley, Leeds, LS27 7FP
• Showground – Showground, Lincoln Showground, Lincoln, LN2 2NA

This has since been extended to a total of 28 EG On The Move stores. The others include:

• West End – West End, Preston New Rd, Blackburn, BB2 6PN
• Bedworth – Griff Way, Nuneaton, CV10 7DA
• Burnham On Sea – 124 Berrow Road, Burnham on Sea, Somerset, TA8 2PG
• Sunderland – Dame Dorothy Street, Whitburn, Sunderland, Tyne and Wear, SR6 0EZ
• Aughton – 136 Liverpool Road, Aughton, Ormskirk, Lancashire, L39 3LW
• Saddle Inn – Saddle Inn, Sidgreaves Ln, Lea Town, Preston, Lancashire, PR4 0RS
• Fickle Mermaid – Foresters Way, High Peak, Chapel-en-le-Frith, Derbyshire, SK23 0RB
• Beehive – Beehive Trading Park, Haslingden Road, Blackburn, Lancashire, BB1 2EE
• Burnley – Barracks Barracks Rd, St Teresa, Burnley, Lancashire, BB11 4SB
• Colne – Whitewalls Drive, Silk Way Business Park, Colne, BB8 9FJ
• Matrix – Matrix Park, Buckshaw Village, Chorley, Lancashire, PR7 7NA
• Ramsbottom – Stubbins Ln, Ramsbottom, Bury BL0 0PX
• Refill – Blackburn Road, Bolton, Greater Manchester, BL1 7LR
• Port Talbot – Port Talbot Road, Port Talbot, Taibach, SA13 1HN
• Welshpool – Salop Road, Burgess Lands, Welshpool, SY21 7ET
• Chatteris West Park – 22 West Park Street, Chatteris, Cambridgeshire, PE16 6AL
• Burslem – Waterloo Road, Burslem, Stoke on Trent, ST6 2EH
• Cobalt – The Silverlink North, New York Road, Newcastle, Tyne and Wear, NE27 0BY

The offering reportedly sits alongside fresh and chilled, ambient and food-to-go products sold by Spar at EG On The Move stores as part of a separate agreement. The forecourt operator also has a franchise agreement with Co-op, the Express reports.

Some locations with Iceland concessions, such as Barnstaple and Maghull, feature shop-with-a-shop formats, including food service concessions, according to Forecourt Trader.

Arif Adam, convenience retail manager at EG On The Move, told The Grocer that the operator has seen an average 11% increase in total shop sales since Iceland started providing the items, and is also having a positive effect on sales of products supplied by Spar.

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