Ocado has teamed up with the magazine BBC Good Food to launch a service helping online recipe hunters buy the right ingredients.
From this week, visitors to the BBC website, which features more than 8,000 recipes, will be greeted with Ocado tabs next to each recipe asking: “Need to buy ingredients?”
By clicking on the website links, which promise to deliver the ingredients “right to your door”, visitors to the site are taken straight to the Ocado online shop where a selection of different products are displayed for each of the ingredients required.
The move by Ocado comes after the online grocery comparison site mySupermarket.co.uk launched partnerships with UKTV/Good Food and iVillage.co.uk earlier in the year to add a “buy ingredients now” button next to recipes.
The button takes users to the mySupermarket.co.uk site, where they can buy and compare the cost of the ingredients at Tesco, Asda, Sainsbury’s, Waitrose and Ocado.