Food Brands Now strikes strategic partnership with Iceland Foods

Food Brands Now is embarking on a strategic partnership with Iceland Foods to manage the development of licensed food brands across Iceland and The Food Warehouse.

Under the agreement, Food Brands Now will work closely with Iceland to identify and grow licensed brand opportunities that ‘deliver incremental value, drive category growth and strengthen shopper engagement across frozen, chilled and grocery’.

Food Brands Now will lead brand strategy, partner selection, innovation pipelines, commercial modelling and long‑term range planning.

“This partnership with Iceland shows what can be achieved when food‑led licensing is built for sustained, long‑term growth,” said Oliver Gilding, Director at Food Brands Now.

“We will work very closely with the Iceland team, but our independence remains essential as we continue to grow the business and support brands and manufacturers across a wider retail landscape.

“In the current cost of living environment, brands play an increasingly important role in delivering trust, familiarity and elevated everyday experiences for shoppers, and our focus is on building licensed ranges with clear strategic intent that drive sustainable category growth.”