Ocado Retail has almost doubled the size of its curated Future of Food aisle, which features products that have had their sustainability claims independently verified by data platform Provenance.
The expanded aisle now features more than 440 products across 33 different categories, which now includes beauty, baby and oils, vinegars and sauces.
The move also sees a 130% increase in the range of organic products available.
Brands new to the aisle include Cheeky Panda, Freddie’s Farm, Wildly Tasty, Citizens of Soil, ManiLife and Pip Organic.
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 online pureplay supermarket said the aisle makes it “easier for customers to discover brands that prioritise responsible sourcing, overall product healthiness and reduced waste”.
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 aisle’s expansion “reflects Ocado’s ongoing commitment to building a more sustainable food system while making it easier for shoppers to discover innovative, verified brands that align with their health and environmental values – something we know our customers are increasingly looking for”, said Bryony Whiting, head of partnerships and commercial strategy at Ocado Retail.
The initial launch in April came after 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.
Brands such as Wildfarmed, which have been featured in the aisle since launch, have seen increased sales as a result, Ocado said.
“Around half of what Britain spends on food is spent in supermarkets. That gives a small number of businesses a disproportionate say over how food gets grown in this country, and the visibility of food within these shopping environments is a massive lever,” said Wildfarmed founder Edd Lees.
“Most people don’t choose food that’s good for the ground it’s grown in because they never see it. Ocado has chosen to put it in front of them. It’s the right shelf for us to be on, and this additional visibility alongside support for the sliced sourdough NPD has led to record sales weeks with Ocado.”
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