UK retailer Iceland Foods has said it wants to expand its fresh produce offering and is looking to source additional suppliers.
The group said it wants to change the perception among produce suppliers that it is only focused on frozen foods. As a result, the group is looking to increase sales of fruit and vegetables through the appointment of new suppliers, it said.
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A spokesperson for the retailer told just-food that all 775 Iceland stores in the UK sell fresh produce and he said sales in the category have been “growing strongly”.
However, he said fresh produce still represents a “significant opportunity” because Iceland’s share of the category is “well below its overall grocery market share of around 2%”.
