Ocado Retail has launched a new Future of Food Edit aisle on Ocado.com, designed to help shoppers find healthier and more sustainable grocery products more easily.
The new curated online aisle has gone live on today, Earth Day, (22 April) and has been developed in partnership with Future of Food, a not-for-profit platform that supports food innovation.
It is understood that products included in the online supermarket’s edit are assessed across three areas: responsible sourcing, healthier nutrition standards and waste reduction.
This includes products with recognised certifications, non-HFSS ranges, fibre-rich or plant-based foods, upcycled ingredients and recyclable packaging.
Launch brands include Wildfarmed, Blanco Niño, ChicP, Isle of Wight Tomatoes, MOMO Kombucha, Love Corn, Tiba Tempeh and Bold Bean, alongside non-food names including SEEP and Wilton London, with more brands expected to be added over time.
The launch gives participating brands access to wider marketing support and mentoring through a 12-month Ocado x Future of Food growth programme.
“The launch of the ‘Future of Food Edit’ aisle is a direct response to our customers’ needs,” said Ocado Retail head of partnerships and commercial strategy Bryony Whiting.
“We know that shoppers are seeking healthier and more sustainable options. However, our research clearly shows that a large majority want retailers to make these choices easier.
“Our curated aisle cuts through the 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 that are truly making a difference.”
The move comes as Ocado reported rising customer interest in health-led food categories. Internal data showed searches for high-protein products were up 99% year on year, high-fibre up 90%, low-sugar up 134% and immunity up 116%. Health food sales rose 234% over the same period.
Consumer research commissioned by Ocado also found that 77% of UK shoppers want retailers to make healthier and more sustainable choices easier, while 72% said there is too much conflicting advice around healthy and sustainable food.
Click here to sign up to Retail Gazette‘s free daily email newsletter
