Q&A: Oliver Gilding, Head of Innovation & Licensing, Iceland Foods
Oliver Gilding leads product innovation at Iceland Foods, where he has worked since 2020.
He is passionate about growing brands in retail and delivering value through collaboration and drives brand success at Iceland Foods through innovative product development, strategic licensing, and retail partnerships. Last year, he was the Rising Star recipient at the B&LLAs and Licensing International Awards.
Subscribe to TRBHe is also one of thousands of European retailers who regularly attends Brand Licensing Europe to discover globally recognised brands to collaborate with and create products their customers love.
How long has Iceland had a licensing programme?
While Iceland’s licensing programme formally took shape in 2021, the business has a rich history of brand partnerships spanning over a decade. In recent years, we’ve significantly scaled the programme, transforming it into a strategic growth engine that brings innovation and exclusivity to our customers.
What does licensing look like at Iceland?
Licensing at Iceland is a powerful tool for innovation. We collaborate with iconic brands to create exclusive, high-quality product ranges that customers can’t find anywhere else. With over 30 active licenses, our programme spans:
- Grocery favourites like Heinz, Cathedral City, Mars, and McVitie’s
- Restaurant experiences at home with TGI Fridays, Harry Ramsden’s, and Las Iguanas
- Lifestyle-led choices such as Slimming World and Myprotein
- We also launch seasonal and trend-driven partnerships with brands like Pepper X (Halloween), Barratt, Ninja, and Mumsnet ensuring we stay relevant and exciting all year round.
How does the process work?
Our approach is fast, focused and customer-first. It begins with identifying brands that have strong consumer appeal and align with Iceland’s values. We brief our trading teams and validate concepts through our insight platform. Product development is rapid, often accelerated through initiatives like “supplier speed-dating” allowing us to bring ideas to market quickly. Alongside this, we negotiate licensing agreements and build tailored launch plans, ensuring every brand receives best-in-class account management and impactful execution.
How do you ensure exclusive products with brands and manufacturers?
We co-create products using Iceland’s in-house innovation capabilities, including our state-of-the-art development kitchen and agile supply chain. These collaborations result in bespoke recipes, formats, and packaging designed specifically for our customers delivering exclusivity and quality that sets us apart in the market.
Tell us about some of the most recent licensed launches.
2025 has been a landmark year for innovation. We’ve refreshed key ranges like Myprotein, TGI Fridays, Cathedral City and Pepper X, while also introducing exciting new partnerships with Mumsnet, Ninja, Patak’s, McVitie’s and Las Iguanas. These launches reflect our commitment to bringing customers bold, relevant, and high-quality products they won’t find anywhere else.
What have been the most successful launches – and why?
Our most successful launches are those that deliver true market differentiation. They combine trusted brand equity with innovative formats and exceptional taste all at an accessible price point. Myprotein has captured the health-conscious shopper, while TGI Fridays brings the high-street dining experience into the home.
Success is driven by:
- Unique propositions
- Brand trust and familiarity
- Convenience and affordability
- Strong in-store execution with standout POS and signage
Why does licensing work for Iceland? What are the benefits to the business?
Licensing enables Iceland to stand out in a crowded market. It drives footfall, builds customer loyalty, and allows us to expand into new categories with minimal risk. Most importantly, it fuels innovation bringing fresh ideas and exclusive products to our shelves while delivering significant commercial value.
And what are the benefits to the consumer?
Customers benefit from exclusive, restaurant-quality products at a fraction of the price. Our licensed ranges offer convenience, variety, and excitement whether it’s a quick meal solution or a treat for the weekend. These products are designed to surprise and delight, with innovation at the heart of every launch.
You’ve attended BLE before – what brings you back this year?
I’m excited to return this year with a renewed focus on food and lifestyle brands. BLE is a fantastic opportunity to discover new partners who are ready to make their retail debut and we’re always looking for the next big idea to bring to our customers.
