Ocado is building on its heritage as a champion of small suppliers in a new initiative with Nigella Lawson.
The online supermarket is showcasing twenty products from independent suppliers – selected by Nigella for her aisle – following in the footsteps of other small suppliers previously championed by Ocado, such as Joe & Seph’s, Tony’s Chocolonely, Biotiful and Little Moons.
As part of her ongoing partnership with Ocado, Nigella has also today launched three brand new recipes – each one showcasing a favourite independent supplier from her Nigella Loves aisle.
Featuring sustainably sourced tinned fish, small batch preserves and British venison, Nigella’s three recipes launch as new research* reveals a significant 85% of the nation say they’re keen to support small suppliers. Almost three quarters (73%) said they’d shop from independent producers more if they could do so all in one place, and 67% said they’d buy more if they could order small supplier products more easily online.
With over 2000 suppliers on site – and an ongoing recruitment programme that can see up to 100 new independent suppliers coming on board every year – shoppers can discover new products and producers as part of their usual weekly shop at Ocado. The online supermarket’s ongoing partnership with Lawson sees the celebrated home cook champion her go-to Ocado indie stars via a Sardine Spaghetti, jam and curd-filled Thumbprint Cookies and a Venison Steak Salad.
The star of the show, Nigella’s new Sardine Spaghetti**, features tinned fish from the sustainable brand, Fish4Ever. Shoppers can trace their sardines back to the exact location they were caught, thanks to Fish4Ever’s unique product tracking codes.
Tinned fish has become one of 2023’s trending products and this fuss-free, flavour-filled dish uses the cupboard staple to create a surefire summer hit. Ocado has seen tinned fish sales increase by 10% over the last 12 months***, with the trend showing no signs of slowing down.
With over two thirds of the nation (69%) saying they have tinned fish in their cupboard, and 41% of those surveyed admitting they tended to opt for tinned tuna, the new recipe provides a great opportunity for shoppers to be more adventurous with their shopping basket.
The second recipe is a vibrant Venison Steak Salad, using meat from Hampshire Game – a family-run business specialising in locally sourced wild produce. Despite 46% of British consumers saying they’d like to try venison, and one third (33%) saying they’d like to eat more, 43% admitted they didn’t know how to cook with it or what dishes to make. This fresh and tangy salad recipe provides the perfect summer-ready introduction to venison.
Nigella’s final recipe is an old family favourite, Thumbprint Cookies, given a new lease of life with artisanal preserves from award-winning producer, The Cherry Tree. This small-batch producer combines traditional techniques with creative flavours, as seen in the Cherry with Amaretto Jam and Passion Fruit Curd used here.
Since its founding, Ocado has championed and supported independent suppliers and has been able to do so thanks to its unique online-only model, meaning it is unrestricted by shelf space. Ocado is able to work with an ever-growing roster of independent brands, with new suppliers able to start with just a single case delivery to each depot so even the smallest producers can apply. From Little Moons, to Tony’s Chocolonely and Hackney Gelato, some of the UK’s fastest growing brands began their UK retail journey with Ocado and have gone on to national and international success.
This summer, the grocer has opened up a new online hub for prospective independent producers, where those looking to join Ocado.com’s virtual shelves can find out all about how to get stocked, and apply online.
Those keen to support independent UK producers can check out the latest additions to the Nigella Loves aisle, which includes a diverse selection of her tried and tested independent supplier products. From Baron Bigod cheese, to Kim Kong Kimchi, Chika’s Black Pepper Cashews and VIVIR Tequila, shoppers will find an array of fresh and store cupboard ingredients – a mixture of Nigella’s old favourites and new discoveries.
Speaking of her new recipes and the additions to her Ocado aisle, Nigella said: “I love discovering new foodstuffs and food producers, and there are so many wonderful small suppliers on Ocado. It’s from these that I’ve chosen the latest additions for my Nigella Loves aisle, and truly wonderful products they are, too. It’s been a particular pleasure focussing on small suppliers as they contribute so much to the quality of what we eat, and are so passionate about their food – and I think you can taste that. It’s an honour and a joy to support these committed and often pioneeringly innovative food producers, and I can’t wait for you to taste all these new delights on my aisle!”
Hannah Gibson, Ocado Retail CEO added: “Ocado has a proud history of supporting independent suppliers, providing a platform for businesses to connect with customers in search of choice and convenience. Now more than ever, it’s important that we support small producers. Thanks to our operating model, we’re not bound by shelf space, so there’s always room for brilliant new producers to come on board. They are a key part of what makes the Ocado range unique, so we are committed to championing them however and wherever we can.”
