EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

under review. It features healthy meals, high quality, fresh ingredients and products developed for
this market (squeezed juice and smoothies). Elsewhere, ICA is r-branding its Rimi format,
emphasizing low price, high quality and good service. Some 108 Rimi conversions occurred so
far. Overall, during 2010, some 28 new stores were opened in five countries. The ICA Ekologiskf
organic line is being re-branded under the new ICA I love Eco organic range. Its “love” is depicted
in the shape of a green heart symbol.
Procurement Contacts: Ariella Rotstein, Brand Manager
ICELAND FOODS GROUP LTD.
Deeside, Flintshire CH5 24W, UNITED KINGDOM
Tel: +44 1-244-830-100
Fax: +44 1-244-814-531
www.iceland.co.uk
Total Fiscal 211 Sales: $3.8 Billion (£ 2.4 Billion) +5.9%
Percentage Sales in Exclusive Brands: 80% (E)
Principal Business: Celebrating its 40th year in 2010, Iceland Foods Group is the United
Kingdom’s largest frozen food retailer, acting as the holding company for two frozen food grocery
retailers, 742 Iceland Foods stores and 54 Cooltrader stores. When owned by the Baugur Group of
Iceland, also in this database, the company, was renamed The Big Food Group, and nearly failed.
EB Identities: Iceland
EB skus: N/A
Profile: During the year, this retailer added 21 new stores: 13 Iceland fascia and 8 Coltrader, while
closing one unit, for a net gain of 20 stores, bringing the chains to 796 total stores. Iceland Foods
also launched 200 new products during the year. Iceland Foods, still 67% owned by Landsbanki
the Icelandic bank in charge of bankrupt Baugur Group (see listing in this database), is being put
up for sale in 2011 by Icelandic bank. Iceland’s strong performance make it a likely candidate for
sale: its: net profits, before takes up by 14.8% to £ 155.5 million. During the year, the company
launched a ad campaign featuring the actress Stacey Soloman as spokesperson. Some 15 new
stores are planned for 2011.