Iceland puts frozen food back on line

Food retailer Iceland has confirmed it is returning to its roots as a frozen food retailer after years spent building its fresh and ambient food range (MW last week).

The repositioning includes the launch of 250 frozen food products this year and a ú10m order for upright freezers.

Iceland will also appoint a new marketing director for its trading board, more than a year after making marketing director Derek Harris redundant.

The external appointment will be announced in the next two weeks. Day-to-day marketing for the past 12 months has been run by marketing controller Derek Lloyd.

Last week Iceland announced the appointment of Bain consultant Mark Hudson as director for trading strategy, buying and marketing, on the group board.

Hudson’s first task will be to rationalise supplier numbers and collaborate with suppliers.

The company hopes that this will offset investment in price cutting.

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