Ocado has launched a curated aisle of products that have had their sustainability product claims independently verified by data platform Provenance.
The Future of Food Edit aisle features food brands including Wildfarmed (supplying regenerative flour), Blanco Niño, ChicP, Isle of Wight Tomatoes, Momo Kombucha, brewing company Beyond Belief and Love Corn – as well as purpose-driven non-food brands including plastic-free and biodegradable household cleaning brand Seep and eco-friendly fabric care brand Wilton London, with more to be added over the coming weeks.
Each product in the aisle – developed in partnership with not-for-profit platform Future of Food – has been assessed against three criteria, and verified by Ocado Retail and Provenance.
The criteria are: responsible sourcing – recognised certifications including B Corp, organic and regenerative standards; food for life – non-HFSS products supporting healthier diets, including fibre-rich, plant-based and 5 a day contributions; and waste as a resource – upcycled ingredients and recyclable packaging.
The launch “is a direct response to our customers’ needs” said Bryony Whiting, head of partnerships and commercial strategy at Ocado Retail.
“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,” she added. “Our curated aisle cuts through the complexity by showcasing innovative, next-generation brands that have been independently verified against objective criteria.”
The launch follows consumer research by Ocado that found almost three quarters (72%) of UK consumers report there is too much conflicting advice about what food is healthy or sustainable. A similar proportion (77%) said they would like retailers to make it easier to choose healthier and more sustainable options.
“This is really really exciting – and I don’t say that lightly,” said Barney Mauleverer, founder of the Future of Food competition.
“When the world’s largest dedicated online supermarket says ‘we want to find, verify and champion the brands shaping tomorrow’s food system’ – and then builds a dedicated space to do it – that’s a genuine signal to every food entrepreneur in the country that the big players are backing innovation, not just talking about it,” he said.
“The brands in this edit aren’t here because of marketing spend – they’re here because they’ve earned it through nutrition, responsible sourcing and waste innovation. That’s the future of food, right there. And this is just the beginning – this edit will keep growing,” Mauleverer added.
Participating brands will also feature in an omnichannel marketing campaign by Ocado, and gain access to the online pureplayer’s research and reports, peer networking and mentoring support through the Ocado x Future of Food Community – a 12-month programme designed to “supercharge growth for purpose-driven brands”.
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