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.”

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Made with orange, lemon and strawberry flavoured ice cream, The Fruit-tella ice cream is exclusive to Iceland and The Food Warehouse stores and online.

“Iceland have created an amazing ice cream that looks like a skewer of Fruit-tella candies that will be the delight at any family barbecue,” said Marta Ballesteros, Area Licensing Manager at Perfetti Van Melle.

“We also love their use of natural ingredients and fruit juice that make it the perfect treat to say yes to in summer.”

Andrew Staniland, Trading Director at Iceland, added: “We’re delighted to be working with the team at Perfetti Van Melle to bring the iconic taste and texture of Fruit-tella to the frozen aisles of Iceland and The Food Warehouse, in a UK-first this summer.

“The nostalgic taste, texture and colours are all replicated perfectly in ice cream form, and we can’t wait to hear what our customers think, especially with more flavours on the horizon too.”

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New flavours joining the line-up includes Dolly Mix, Cherry Cola Bottle, Giant Strawberries, Wham Rocket, Milk Teeth and Refreshers, as well as two flavours of Mini Poppets ice cream bites.

With over 3.4 million units of ice cream sold in 2021, the success of the Barratt and Iceland range – a collaboration put together by The Point.1888 – is enabling the Barratt brand to expand into further new categories, including cheesecakes.

“We’re absolutely thrilled to announce a further eight SKUs to the Iceland’s Barratt range,” said Bethan Garton, CCO at The Point.1888.

“The range has gone from strength to strength over the past two years as consumers demand more products that highlight the iconic and fun flavours of Barratt sweets. Iceland have been the perfect partner for the Barratt by working collaboratively to deliver truly innovative product.”

Andrew Staniland, Trading Director at Iceland, added: “We love to bring people together and create memories over good food, and what better way than sharing a delicious, cool treat with your family in time for Aprils forecasted heatwave.”

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