Iceland Drops Keelings Brand in Major Fresh Produce Shake-Up

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Iceland Drops Keelings Brand in Major Fresh Produce Shake-Up

Iceland Foods has officially dropped the Keelings brand from its fruit and vegetable product line, marking a shift in its fresh produce strategy. The decision, reported in The Grocer, follows a recent strategic overhaul aimed at refreshing its fresh produce offerings and ensuring its product range remains competitive and appealing to customers. The supermarket had initially partnered with the Irish supplier Keelings to launch a new brand called …