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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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%”. 

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now