We are looking for startup businesses and talented people with big ideas.

Iceland is recognised as the leader in frozen food with over 900 stores in the UK.  We are committed to continuously improving our stores, products and processes to ensure that we always provide the best possible service to our customers.

The Iceland Innovation Lab is the latest step we are taking to ensure that we remain a leader in the food retail industry, and further enhance our offer to consumers.  We are seeking innovative startups so that we can work together to develop solutions that will help shape the future of our business.

We are looking for startups to help us on the following:

●  Seamless customer experience

●  In-store processes

●  Optimised supply chain

●  Sustainability

●  Wildcard

The Iceland Innovation Lab  nine-week programme will be run in collaboration with corporate innovation specialist L Marks.  Successful candidates will be mentored by senior business leaders from Iceland Foods, gain access to allow the testing and demonstration of products and services in live environments, and have the opportunity to gain potential investment.

Interested? Read on for more information or apply now.

●  Mentorship from Iceland’s senior leadership team and retail experts

●  Product validation from Iceland’s stakeholders and customers

●  Testing in a live customer environment

●  A network of external mentors with diverse market expertise

●  Opportunity to gain investment


Instore Processes

With over 23,000 employees spread across the country, Iceland faces the challenge of communicating the right message to the right team members at the right time. We are interested in finding solutions that will allow us to communicate more efficiently and effectively with our employees, which in turn will improve service to our customers. If you’re a startup that can improve our in-store processes then hit the apply button.


Supply Chain Optimisation

With over 900 stores throughout the UK, it is important to have an optimised supply chain that allows us to operate as efficiently as possible.  We’re looking for solutions that can help Iceland to improve the ordering and logistics process, with a particular focus on short-life products and product promotions. We want to hear from startups who can help optimise Iceland’s supply chain.


Seamless Customer Experience

Customers are at the heart of everything we do and we want to provide them with an even better experience. In particular, we want to be able to communicate with our customers at the right moment, with the right offer, in the right location, through the best channel. With a current database of over 12 million customers we are looking for solutions that can help us to personalise and automate communications to them. How can technology help us connect with non-customers and convert them into customers? If you have a solution that can help solve any of these issues, apply now!



Iceland has carved a position as a leading retail thinker on sustainability. We are the first UK supermarket to pledge to do away with own label plastic packaging, the first to support a deposit return scheme to reduce plastic pollution, and the first to trial reverse vending machines for plastic bottles. We are committed to finding new solutions that will benefit the environment.

We particularly want to hear from startups that are developing alternative packaging solutions that can help us achieve our goal of being plastic-free by 2023,  specialise in alternative energies such as solar power, or can help to reduce food waste both within Iceland and for our customers



We can’t tell you what we don’t know so we want to hear from teams who think they can transform our business. That’s what the wildcard is all about. Surprise us with a solution that we and our business and customers will fall in love with. As long as it doesn’t fall into the other categories, this is your chance to show us something we didn’t know we needed. Please apply if you think that you can identify Iceland’s next big thing’! 

Applications Open

18 Jun 2018

Follow the apply link to provide us with the relevant information about your business and product/service. Make sure you finalise your application before the deadline.

Application Deadline

18 July 2018

We’ll review all the applications received and get back in touch with successful applicants to invite them to Pitch Day.

Pitch Day

14 August 2018

Pitch Day is your chance to pitch to Iceland’s senior leadership team to win a place on the programme.

Programme Starts

10 September 2018

The 9-week intensive collaboration between you and Iceland starts here, supported by internal experts and external mentors.

Demo Day

6 November 2018

Demo Day is where you’ll show us what your business has achieved over the 9 weeks and present your proposal for future engagement with Iceland.


Iceland is recognised as the leader in frozen food with 900 stores in the UK. The company prides itself on being a convenient and friendly place to do the family’s weekly shop, as well as to meet everyone’s daily top-up shopping needs for fresh, chilled and frozen food and groceries.

Iceland’s nationwide online shopping service was named the UK’s best in the 2016, 2017 and 2018 Which? supermarket surveys, and for 20 years Iceland has offered a unique, free home delivery service for in-store purchases.

Since 1970 Iceland has been proudly demonstrating to shoppers just how the Power of Frozen can deliver an extensive choice of high quality, great-tasting food from fine sources around the world at great value prices.

With the Power of Frozen at its heart, Iceland naturally generates low levels of food waste. The company is also known as a pioneer in removing artificial colours, flavours and non-essential preservatives from its own label products. It has ranked as one of the UK’s Best Big Companies to Work For in each of the last 12 years, and was number one in both 2012 and 2014.

For further information, please visit: www.iceland.co.uk

L Marks are innovation specialists and early stage investors. We work with some of the worlds’ best-known brands, including, BMW Group, Lloyd's of London, Arsenal F.C., and EDF Energy to identify the challenges in their business and create bespoke partnership and scouting projects.

Founded in 2012 by serial entrepreneur Stuart Marks, and led by Chief Executive, Daniel Saunders, L Marks builds bridges between corporates seeking to innovate and young companies looking to scale with disruptive tech and systemic guidance.  We help nurture these opportunities for improvement into innovative solutions to sustain the future longevity of business.

For further information, please visit www.lmarks.com