Iceland welcomes Café Asia

Supermarket chain Iceland is set to launch Asian snack food range Café Asia in its stores.

Launching in November, the range includes chicken pakoras, samasos, lamb wraps and a selection of kebabs, among many others.

The products will be launched in fully branded and dedicated freezers to 500 Iceland stores.

“We originally trialled the Café Asia range in our warehouse stores,” explained Nigel Broadhurst, joint managing director at Iceland. “This trial has gone really well and I’m delighted to say we are rolling the range into a further 500 of our core stores. The Café Asia range brings something very different to Iceland; the quality is great and the value for money outstanding.”

The ingredients that go into Café Asia’s products consist of real herbs and spices and fresh ingredients, with no artificial additions.

Amit Bhavsar, Café Asia’s managing director, said that the company was looking forward to its partnership with Iceland. “We focus on new product development and a commitment to an ever-expanding range of authentic Asian products accessible to a Western audience.

“Iceland buyers look for fresh, exciting products and we are delighted to fit the bill. Our fair prices will be popular among those looking for high-quality snack foods that are designed for convenience.”

Over the past few months, Iceland has been undergoing a rebrand to shift their positioning in the marketplace. Evidently, this has been successful. Figures from Kantar Worldpanel showed that Iceland experience a growth in the market of 3.4% from the 12 weeks ending 13 September.

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