# Private Label Home Goods Iceland is Launching a New Household Goods Collection Under its Brand By Kanesa D | Published 2024-04-05 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/iceland References: [grocerygazette](https://www.grocerygazette.co.uk/2024/04/04/iceland-household-own-label/) & [iceland](https://www.iceland.co.uk/frozen)  Food retailer [Iceland](https://www.trendhunter.com/trends/iceland-foods-products) has recently expanded its product offerings by introducing a new [own-label range of household goods](https://www.trendhunter.com/trends/the-lab-co), the Home range, in its stores. The Home range consists of 30 essential products, including bleach, dishcloths, and washing-up liquid, with prices ranging from 75p to £2. Group buying director Andrew Staniland aims to transform Iceland's perception from being primarily known as a frozen food retailer to a comprehensive supermarket offering a full range of products to meet diverse consumer needs. In addition to household essentials, Iceland's [private label expansion](https://www.trendhunter.com/trends/dollar-general-2) includes a range of new food products designed to cater to different tastes and preferences. The brand has also strengthened its product portfolio through a strategic partnership with Irish fruit and vegetable supplier Keelings, launching an exclusive brand line. Image Credit: William Barton ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 67% | Activity: 76% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Key Themes Behind This Trend - **Diversified Private Label Products:** Iceland's creation of a Home range expands its private label offerings beyond food, showcasing a strategic shift towards comprehensive household goods. - **Strategic Partnerships for Exclusive Brands:** Through a partnership with Keelings, Iceland's exclusive brand line highlights the trend of collaborating for unique product offerings in the market. - **Comprehensive Supermarket Offerings:** Iceland's goal to broaden its product range positions it as a supermarket destination for a variety of household needs, signalling a move towards becoming a one-stop shop. ### Where This Applies - **Retail:** The expansion of Iceland's private label range into household goods demonstrates opportunities for retailers to enhance their brand presence and cater to a wider consumer base. - **Food and Beverage:** Iceland's partnership with Keelings to launch an exclusive brand line indicates potential for food and beverage companies to collaborate for innovative and diverse product offerings. - **Household Goods:** The introduction of Iceland's Home range showcases the potential for growth and disruption in the household goods industry by offering essential products at competitive prices under a trusted brand. ## Related on Trend Hunter - [Fakeaway Grocery Store Products](https://www.trendhunter.com/trends/iceland-foods-products.md) - [Expansive Private Label Housewares](https://www.trendhunter.com/trends/michaels-brands.md) - [Kitschy Private Label Kitchenwares](https://www.trendhunter.com/trends/lidl-kitchenwares.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Free-From Private Label Cleaners](https://www.trendhunter.com/trends/nature-grocers-brand-household-cleaners.md) - [Affordable Off-Brand Products](https://www.trendhunter.com/trends/unitas.md) - [Revamped Private Label Ranges](https://www.trendhunter.com/trends/target-upup.md) - [Takeaway-Inspired Asian Cuisine Products](https://www.trendhunter.com/trends/blue-dragon-products.md) - [Private Label Grocery Updates](https://www.trendhunter.com/trends/dollar-general-2.md)