Baugur’s stake in frozen food retailer Iceland is expected to generate “considerable interest” as the market gears up for a fire sale of the Icelandic investment vehicle’s UK assets, one analyst told just-food.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more


It was announced this morning (4 January) that Baugur has applied to enter the moratorium process in Reykjavik.


With debts totalling around GBP1bn (US$1.45bn), the company was forced to seek protection from its creditors after talks with its principal lender, Landsbanki, collapsed.


“The board of the company unanimously resolved to take this action following yesterday’s decision by Landsbanki to discontinue discussions regarding a potential restructuring of the group,” Baugur said in a statement.


The news has led to speculation that the group will be forced to sell its interests in the UK high street in order to pay off its lenders.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

“How the banks will take control of the assets remains murky but a sale is expected,” Pali International analyst Nick Bubb told just-food.


“Iceland is the best part of the empire. Given its sales figures it is likely to attract a lot of interest, not just from private equity but also from trade buyers,” Bubb predicted.


According to the latest TNS Worldpanel grocery market share figures, released yesterday, Iceland increased its sales in the 12 weeks ending 25 January by 14% thanks to a strong Christmas performance.


However, Bubb said, there could be less interest in Baugur’s non-food portfolio. “They picked a winner in Iceland, but they also picked a lot of losers in non-food,” he said.


Baugur holds a 14% stake in Iceland.

Just Food Excellence Awards - Nominations Closed

Nominations are now closed for the Just Food Excellence Awards. A big thanks to all the organisations that entered – your response has been outstanding, showcasing exceptional innovation, leadership, and impact.

Excellence in Action
Winning five categories in the 2025 Just Food Excellence Awards, Centric Software is setting the pace for digital transformation in food and FMCG. Explore how its integrated PLM and PXM suite delivers faster launches, smarter compliance and data-driven growth for complex, multi-channel product portfolios.

Discover the Impact