Iceland Foods plans to open its first Asia-Pacific store in China this summer, as part of a new strategic partnership with BTG WeLink.
BTG WeLink.is a retail concept company that aims to bring Western cuisine to the Chinese retail market.
The frozen-food retailer will launch its first ‘Iceland Lab’ in Beijing in June, offering a range of innovative and affordable products.
Justin Addison, international and partnership director at Iceland Foods, stated, “We’re thrilled to be entering the Chinese market with BTG WeLink and launching Iceland’s first-ever Asia-Pacific store, setting a new benchmark for frozen-food retail in China.
“This new partnership will allow Iceland to expand its international footprint and offer our innovative, affordable frozen-food range to a whole new audience.”
Shoppers in China will also have access to more than 100 products from Iceland’s frozen range from the end of June, via multiple e-commerce platforms.
Iceland Lab will showcase the frozen-food retailer’s products while serving as a hub for AI-driven retail, ensuring a seamless and intelligent shopping experience.
Initially, the product offering will focus on Iceland’s frozen product range, spanning categories like desserts, pizzas, ready meals, and more.
In due course, the retailer plans to cater to regional tastes and aims to develop products specifically for the Chinese market.
The AI lab will also stock high-quality imports from Japan, Australia, New Zealand and Spain, and centuries-old Chinese brands like Donglaishun, Juboyuan, Quanjude and Daoxiangcun.
Huang Lujing of BTG WeLink added, “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.”
