The Waitrose Ocado online shopping service has gone live in a 100,000 postcode catchment area in the Hemel Hempstead area. Some 10,000 grocery lines are on offer at with free delivery for orders over £75 and a £5 charge for smaller orders. Ocado joint md Roger Whiteside said: "We are targeting the family shop. We have 500 price promotions on the web site, tailored Ocado deals, as well as the offers on at Waitrose stores." Ocado is due for a staggered roll out in the M25 area from the current warehouse in Hemel Hempstead before transferring to a semi-automated purpose-built 1.2m sq ft depot in Hatfield in July. Further distribution centres will then open in major conurbations nationwide. Ocado joint md Nigel Robertson said: "We are very confident. There is a huge pent up demand for the Waitrose brand nationwide, but even in its heartland in the south east it is under-represented in terms of stores." {{NEWS }}