Iceland Foods Steps Back Into Ireland—This Time With Dunnes Stores
Iceland Foods is no stranger to Irish grocery aisles, but shoppers might remember their sudden exit last year. Now, the frozen food giant is plotting its comeback by joining forces with Dunnes Stores. The two retailers are bringing over 200 Iceland own-label essentials to special concessions inside Dunnes at The Square Tallaght and Point Village in Dublin. It's a big shift—not just for Iceland, but also for anyone watching the ups and downs of the Irish supermarket scene.
If you think this is déjà vu, you're not wrong. Iceland’s products have popped up in Ireland before, but not like this. Before pulling out in early 2023, Iceland only supplied Dunnes with exclusive partner brands—never their true own-label staples. Inviting Iceland products into Dunnes’ busiest spots means Irish families get direct access to the company’s signature frozen pizzas, ready meals, and family basics, all stacked next to Ireland’s homegrown favorites.
From Rocky Exit to Relaunch—How Iceland Hit ‘Reset’
Why all the drama? Iceland’s Irish adventure crashed hard in February 2023. Facing tough business conditions, it sold its 26 Irish shops to former franchise partner Project Point Technologies. The new owners swiftly rebranded as Metron Stores, but things didn’t turn around. Metron soon stumbled into examinership, burdened by a massive €36 million debt pile. Then came bigger headaches: the Irish Food Safety Authority banned certain imports and slapped a recall notice on Iceland products. The fallout was ugly—stock worth thousands of pounds rotted in ports, and Irish shoppers were left in the lurch until the ban finally lifted that August.
Now, instead of running its own stores, Iceland is taking a safer route with Dunnes. For Iceland, this isn’t just about Ireland. Justin Addison, the international and partnerships director, sees the Dunnes partnership as a blueprint for international growth. Iceland has been branching out in the Channel Islands and even dabbling in the Nordics, so you could say Ireland is the next step on its global grocery map.
But what’s in it for the Irish shopper? More choice and sharper deals, if Iceland’s promise holds true. Addison says value, convenience, and a reliable supply of family-friendly products are front and center. While the dramatic days of store closures and food recalls are recent history, the taste for Iceland’s budget-friendly frozen foods may prove a winning recipe atop Irish shopping lists once again.
- May, 15 2025
- Cassius Montgomery
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