The first Costcutter Iceland convenience hybrid has launched in Wolverhampton, as part of a deal with the supermarket and SGN Retail.
It marks the debut of a new Iceland Local brand, and the multiple will act as the wholesaler in the partnership.
Products supplied by Iceland include its own-label frozen, chilled, fresh and grocery range as well as branded lines by Myprotein, TGI Fridays, Harry Ramsden’s and Slimming World.
Costcutter’s owner Bestway is not involved in the Iceland-SGN deal. However, it already has Costcutter Bargain Booze hybrid sites, while a Costcutter in Nuneaton stocks Iceland own label.
Justin Addison, international and wholesale director at Iceland Foods, said Iceland Local will be rolled out to more sites.
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