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.

The new partnership with Epsilon will:

• Unlock auction-based model opens up advertising to a wider range of brands

• Introduce offsite media and onsite video formats

• Build on work with GIG Retail as Iceland & The Food Warehouse continue to scale its retail media offering
  

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.