Top News

A major online supermarket has launched a new "aisle" for customers trying to eat more sustainably. On Wednesday, April 22, Ocado announced its Future of Food Edit aisle, a curated selection of "grocery products designed to showcase and support next-generation brands focused on healthier and more sustainable food".

Ocado Retail (a joint venture with M&S) is a UK firm that has established itself as a major player in grocery delivery, with an entirely online offering. The announcement coincided with Earth Day, an annual celebration recognising efforts to protect the planet. The selection is developed in partnership with the non-profit Future of Food, which seeks to introduce trailblazing, environmentally-conscious producers to the wider market.

Sustainability product claims they feature in the "aisle" are independently verified through data platform Provenance. Ocado says each product is assessed against three core pillars, which they and Provenance check. This includes:

• Responsible Sourcing
  • recognised certifications including B Corp, organic and regenerative standards
• Food for Life
  • non-HFSS (high in fat, salt and sugar) products supporting healthier diets, including fibre-rich, plant-based and 5-a-day contributions
• Waste as a Resource
  • upcycled ingredients and recyclable packaging

Ocado says the aisle is designed to make it easier for shoppers to find brands alligned with these principles, and give a platform to suppliers focused on innovation in health and sustainability.

The initial line up includes products from brands including:

• Wildfarmed
• Blanco Niño
• ChicP
• Isle of Wight Tomatoes
• MOMO Kombucha
• Beyond Belief
• Love Corn
• Tiba Tempeh
• Bold Bean

Other brands, including SEEP and Wilton London, feature, and more will be added in the weeks ahead, Ocado says.

It comes as Ocado data showed searches for high protein (+99%), high fibre (+90%), low sugar (+134%) and immunity (+116%) all increasing year-on-year, alongside meal prep (+60%), with health food sales boosting 234% over the same period.

Consumer research they conducted also found that UK shoppers feel there is a lack of clarity about what products are good for them and the planet.

Nearly three-quarters (72%) of UK consumers said there is too much conflicting advice about what food is healthy or sustainable, with 77% saying they want retailers to make choosing healthier and more sustainable options easier.

The research was carried out among a nationally representative sample of 2013 UK adults, conducted by Clariti in April this year.

Bryony Whiting, Head of Partnerships and Commercial Strategy at Ocado Retail, said: "The launch of the 'Future of Food Edit' aisle is a direct response to our customers' needs.

"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."