China: Iceland Foods to open first Asia store

Iceland Foods, the specialist UK frozen food retailer, has announced plans to open its first store in China in partnership with BTG We Link.

BTG We Link is a retail concept company that brings Western cuisine to the Chinese retail market.

The partnership will allow customers in China to purchase Iceland Foods products via e-commerce platforms, as well as from a first store under the Iceland Lab banner which will be opened in Beijing in June. Iceland Lab will reportedly be driven by artificial intelligence, offering a wide range of imported products from Japan, Australia, New Zealand and Spain, along with well-known Chinese brands such as Donglaishun, Juboyuan, Quanjude and Daoxiangchun.

“We’re thrilled to be entering the Chinese market with BTG We Link and launching Iceland’s first ever Asia-Pacific store, setting a new benchmark for frozen food retail in China,” commented Justin Addison, international and partnership director at Iceland Foods. “This new partnership will allow Iceland to expand its international footprint and offer our innovative, affordable frozen food range to a whole new audience.”

“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”, added BTG We Link spokesperson Huang Lujing.

Source: Retail Times