UK supermarket makes major change with new aisle | UK | News
Ocado has launched a new ‘aisle’ for online shoppers. (Image: Getty)
A major online supermarket has launched a new ‘aisle’ for shoppers trying to eat more sustainably. On Wednesday 22 April, Ocado announced its Future of Food Edit aisle, curating “grocery products designed to showcase and support a new generation of brands focused on healthier and more sustainable food.”
Ocado Retail (a joint venture with M&S) is a British company that has established itself as a major player in grocery delivery with entirely online offerings. The announcement coincided with Earth Day, an annual celebration that recognizes efforts to protect the planet. The selection was developed in partnership with Future of Food, a non-profit organization that aims to introduce groundbreaking, environmentally responsible producers to a broader market.
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Ocado launches new ‘aisle’ for online shoppers (Image: Getty)
The sustainability product claims they feature “in the aisle” are independently verified through the Provenance data platform. Ocado says every product is evaluated against three key pillars that they and Provenance control. This includes:
- Responsible Sourcing
- Recognized certifications including B Corp, organic and regenerative standards
- Food for Life
- Non-HFSS (high in fat, salt and sugar) products that are fiber-rich, plant-based and support healthier eating, including 5-a-day supplements
- Waste as a Resource
- upcycled materials and recyclable packaging
Ocado says the aisle has been designed to make it easier for shoppers to find brands that comply with these principles, and to provide suppliers with a platform focused on innovation around health and sustainability.
The initial range includes products of the following brands:
- engaged in wild farming
- Blanco Niño
- Chic
- Isle of Wight Tomatoes
- MOMO Kombucha
- Beyond Belief
- I love corn
- Tiba Tempeh
- Thick Beans
Ocado says other brands such as SEEP and Wilton London will be featured and more will be added in the coming weeks.
Ocado data showed that searches for high protein (+99%), high fiber (+90%), low sugar (+134%) and immunity (+116%) increased health food sales by 234% over the same period, alongside meal preparation (+60%).
Consumer research they conducted also found that UK shoppers feel a lack of clarity about which products are good for them and the planet.
Nearly three quarters (72%) of UK consumers said there was too much conflicting advice about what food is healthy or sustainable, while 77% said they wanted retailers to make it easier to choose healthier and more sustainable options.
The research was conducted on a nationally representative sample of 2013 UK adults, conducted by Clariti in April this year.
Bryony Whiting, Head of Partnerships and Commercial Strategy at Ocado Retail, said: “The launch of the ‘Future of Food Edit’ aisle is a direct response to the needs of our customers.
“We know shoppers are looking for healthier and more sustainable options, but our research clearly shows that the vast majority want retailers to make those choices easier.
“Our curated aisle eliminates complexity by showcasing innovative, next-generation brands that have been independently verified against objective criteria.
“This initiative simplifies decision-making for our customers while providing a vital platform for suppliers who truly make a difference.”
