London, UK – 1 October 2025 – Iceland Foods is enhancing its retail media capabilities through a new partnership with Epsilon, the global data, technology and services company. The move will introduce offsite media, onsite video formats and a new auction-based buying model, making it easier for more brands to engage with Iceland’s nine million annual shoppers in smarter, more relevant ways.
Adam Smith, Head of Retail Media, Iceland Foods, commented: “Our partnership with Epsilon is a big moment for us. It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way. It also means we can now open up our media to more types and sizes of brand advertisers. Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”
The new capabilities are announced within a year of Iceland’s partnership with GIG Retail, which enabled onsite display ads and in-store digital screens. Now, with Epsilon onboard, Iceland is adding to the scale and maturity of its retail media offer, offering advertisers the ability to bid in real time for both onsite and offsite placements, including video.
According to IAB Europe’s latest ‘Attitudes to Retail Media' report, off-site investment has grown significantly; 46% of buyers allocated more than 41% of their digital spend to off-site in 2025. Despite this, only 30% of retailers and RMNs currently offer offsite ads. For brand partners, this will unlock greater flexibility and reach.
Offsite capabilities allow campaigns to extend across wider digital environments, including online video and display channels, while onsite video placements offer richer ways to connect with shoppers directly in the purchase journey.
Iceland represents a uniquely valuable audience in UK grocery, with an estimated 7% share of the online market. The expanded retail media network opens the door to brands looking to reach more price-sensitive and underrepresented consumers, broadening the types of advertisers who can participate and benefit from people-based media.
Tim Frankcom, President, Europe and APAC at Epsilon, said: “Iceland has a clear ambition to build a modern, inclusive retail media offer and we’re proud to support that journey. By adding offsite scale, launching new formats like video, and introducing a flexible auction model, we’re helping unlock the full potential of people-based advertising. This gives brands a route to real people, not proxies, with measurable results across every touchpoint.”
The partnership marks a further step towards Iceland’s ambition to build one of the most extensive full-funnel retail media propositions in the UK. Future phases will include connected TV and broader video activation, giving brands more ways to reach verified audiences across more screens and channels.
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ABOUT ICELAND
Iceland Foods is recognised as the UK’s leader in frozen food and operates over 950 stores across the country, including The Food Warehouse locations, together with a multi-award-winning online shopping service.
It prides itself on being a convenient and friendly place to do the family’s weekly shop, as well as meet everyone’s daily top-up shopping needs for fresh, chilled, frozen food and groceries. For more than 20 years Iceland has also offered a unique, free home delivery service for in-store purchases.
Iceland was voted the UK’s favourite online grocery service at the Good Housekeeping Awards in 2021 and 2022. The retailer was also named the UK’s Best Online Supermarket in a survey by consumer champion Which? in 2022.
Iceland and The Food Warehouse enjoy exclusive partnerships with a range of leading brands including Blue Dragon, Cathedral City, Harry Ramsden’s, Myprotein, Slimming World, Mumsnet, Ninja and TGI Fridays.
Iceland has always been a responsible retailer, operating under its ‘Doing it Right’ ethos. Recognised as the only UK supermarket to rank in The Sunday Times Best Place to Work for 2024 and 2025, Iceland is dedicated to doing the right thing in its supply chain and in the way it treats its people and customers. Iceland is also committed to minimising its impact on the environment and contributing to the communities where it operates by regenerating high streets, creating jobs, providing outstanding customer service and giving generous support to a range of good causes.
ABOUT THE FOOD WAREHOUSE
Founded in 2014, The Food Warehouse is part of Iceland Foods, which operates over 950 stores across Britain, including The Food Warehouse locations. All 190 Food Warehouse stores are large format stores with a car park, providing the value and convenience of a wholesale store without the hassle of membership.
The Food Warehouse is opening new stores up and down the country in retail parks and larger shopping districts. Each store is given a high-quality warehouse style fit out and covers between 10,000 and 25,000 sq. ft. of retail space. The Food Warehouse offers great value, family-favourite products across frozen, chilled, fresh, branded grocery and homeware lines. With big deals, big choice and big packs across many big brands, customers can make great savings with bulk deals where savings are passed directly onto shoppers.
About Epsilon
Epsilon is a global technology, data and services company that the world’s leading brands use to harmonize consumer engagement across their paid, owned and earned channels. The Epsilon PeopleCloud platform includes capabilities such as data, identity resolution, customer data platforms, clean rooms, digital media, retail media, site personalization, direct mail, loyalty, email marketing and measurement. By applying artificial intelligence against privacy-centric identity resolution–embedded in data-enriched analytic, marketing and media solutions and services—Epsilon allows marketers to bridge the divide between marketing and advertising technology, engaging consumers with 1 View, 1 Vision and 1 Voice. 1 View of their universe of potential buyers. 1 Vision for engaging each individual. 1 Voice to harmonize engagement across paid, owned and earned channels. For more information, visit www.epsilon.com (http://www.epsilon.com).
