Bestway has struck a deal with Iceland to supply Co-op own label into its Swift convenience stores.

The deal works similarly to Bestway’s relationship with Costcutter, in which supply of the range is conducted through Nisa. Iceland launched the Swift brand in Tyneside last year, with a second store opening in Wembley, London, in March. Bestway has an existing deal to supply Bargain Booze concessions in some Iceland branches.

The deal will extend to further Swift stores and Bestway assured it would not impact competing Nisa and Costcutter sites. A Bestway spokesperson said: “This is a strong, collaborative supply agreement and we are pleased to be offering our convenience expertise and guidance in respect of the range, layout, and location.

“However, it does remain as a supply agreement; we are not offering Swift stores the industry-leading support that our retailers enjoy, such as dedicated business development managers, promotional material or access to our retail development programmes.”

A Nisa spokesperson added: “We are currently operating a trial with Swift in a small number of stores, which will give shoppers access to the Co-op own label range. Nisa often conduct trials as part of new business development, which helps us to continually improve the proposition for partners and customers alike.”

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