Iceland Foods and parenting website Mumsnet are to roll out a range of children’s products as part of a new collaboration.
According to The Grocer, Mumsnet CEO Justine Roberts and brand partnerships manager Sarah Murray-Muncila met with some of the frozen food retailer’s innovation team last week.
While it is understood that any physical items won’t reach stores until early 2025, Mumsnet told the publication that the brand was “working on something truly special” with Iceland.
It marks the latest partnership for the supermarket, having recently collaborated with retail chain Wilko.
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In May, Wilko brought frozen foods into its stores for the first time with freezers packed with Iceland products, a move currently being trialled at its newly opened St Albans and Rotherham stores.
The discount chain’s new frozen food offer sits alongside its ambient food, which includes confectionery and snacking, as well as a chilled lunches.
The news comes as Iceland executive chairman Richard Walker has vowed to “bring high street realism to Westminster” as the supermarket launched its first-ever customer ‘manifesto’ ahead of the general election tomorrow (4 July).
The findings include that the biggest issue facing Britain was the cost-of-living crisis, with three quarters (74%) of respondents saying they were worse off than in 2021.
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