Scottish convenience chain Greens Retail has re-launched its Dundee outlet with a dual-branded fascia and expanded frozen offer, after announcing a new partnership with Iceland Local.
Greens of Dundee’s new look frozen department carries a strong range of Iceland-branded lines, including its £1 meal favourites, plus Greggs-, TGI Fridays-, Cathedral City-, MyProtein-, Sides-, Harry Ramsden’s-, Slimming World- and Halls of Scotland-branded freezers.
The store has vowed to match Iceland prices, including a variety of multi-buy deals, and has offered customers £4 off a £40 shop every week for six weeks.
The Iceland range will also be introduced to Greens of Shettleston, Glasgow, this month, with a view to rolling it out in more stores later in the year.
“We are thrilled to enter into this partnership with Iceland,” said Harris Aslam, Managing Director at Greens Retail.
“The extensive value and variety of Iceland’s own label and brand partnership products help to showcase our dedication to providing the best range, availability, and value to our customers.”
The first Iceland Local opened on 31 March 2023, under the management of SGN Retail, on a Texaco garage forecourt in Fallings Park, Wolverhampton and the new Greens stores will bring the total number up to five by the end of July.
Justin Addison, International & Partnerships Director at Iceland Foods was pleased to be expanding into the convenience channel.
He said: “We are delighted to have worked with Greens on the launch of the Iceland Local concept in Scotland. Iceland Local will make our unique range of frozen products available to customers in a completely new type of location, complementing our 1,000 company-owned Iceland and The Food Warehouse stores on the nation’s high streets and retail parks.
“We have already demonstrated the very broad customer appeal of the Iceland brand in new types of location by successfully making our food available in more than 100 The Range stores across the UK since the launch of our strategic alliance with The Range in 2018. We are now ready to extend our footprint into other high-traffic locations through partnerships with carefully selected operators such as Greens.”
