Supermarket chain, Iceland, to open store in China in expansion to Asia-Pacific region

North West discount supermarket chain, Iceland Foods, is set to open its first Asia-Pacific store in China this summer as part of a new strategic partnership with BTG We Link, a retail concept company looking to bring western cuisine to the Chinese retail market.

Shoppers in China will be able to shop from more than 100 products from Iceland’s frozen range from the end of June via multiple ecommerce platforms, and the Deeside-based frozen food retailer will launch its first ‘Iceland Lab’ in Beijing next month.

Iceland Lab will be an innovative retail space that will showcase Iceland’s products while also serving as a hub for AI-driven retail experience, ensuring a seamless and intelligent shopping experience for Chinese consumers.

The initial product offering will focus on Iceland’s frozen product range, spanning categories like desserts, pizzas, ready meals, and more.

The retailer has future plans that will cater to regional tastes and aims to develop products specifically for the Chinese market.

Alongside a wide range of Iceland products, the AI lab will also stock high quality imports from Japan, Australia, New Zealand, and Spain, and century-old Chinese brands like Donglaishun, Juboyuan, Quanjude, and Daoxiangchun.

Justin Addison, international and partnership director at Iceland Foods, said: “This new partnership will allow Iceland to expand its international footprint and offer our innovative, affordable frozen food range to a whole new audience.”

Huang Lujing, at BTG We Link, said: “We are excited to partner with Iceland Foods to introduce their renowned frozen food range to the Chinese market.

“This partnership marks a significant step in our commitment to offering high quality international brands and expanding the variety of frozen food options available to Chinese shoppers.”