A trial programme has been running since June 2025.
Now, 320 Spar stores are stocking Iceland’s frozen products, but under the roll-out this could increase to almost 2,000 over the coming, months, Spar says.
The deal includes Iceland own-label as well as products from its exclusive brand partnerships, such as Slimming World, Harry Ramsden’s, TGI Friday’s and Myprotein.
Three of Spar UK’s wholesalers are behind the collaboration between Spar and Iceland – CJ Lang & Son (Scotland), James Hall & Co (north of England), and AF Blakemore (south-east England, the Midlands, and Wales).
The move is designed to enhance the appeal of frozen food sections in Spar convenience stores by adding depth to the range.
CJ Antal-Smith, chief commercial officer at AF Blakemore, said: “Working with my colleagues at James Hall and CJ Lang, we are always looking at ways to strengthen our offer for both retailers and customers, and this partnership with Iceland is a significant step forward for our frozen category.”
Andrew Hall, chairman and chief executive at James Hall, said: “We have been trialling Iceland branded frozen food sections in 50 of our company-owned Spar stores and the performance has been promising, with our customers seeking out the breadth of products within Iceland’s range. The roll-out will now continue into more company-owned Spar stores.
“We also invited Iceland to our recent Spar Forward tradeshow to open the offer to our Spar independent retailers.
“There was huge enthusiasm in the room for the brand, and we anticipate a strong take-up of Iceland’s offer with independents, which will accelerate availability in our Spar north of England region.”
Colin McLean, chief executive at CJ Lang, said: “We are delighted to bring Iceland’s trusted frozen food range to Spar Scotland stores, giving our customers even greater choice, quality and value in their local communities.”
Justin Addison, director of international and UK partnerships at Iceland, said: “This expansion is a key part of our mission to make Iceland products more accessible to customers wherever they shop.”