Ocado Retail has announced the expansion of its Future of Food Edit, just five months on from its launch. From today, the curated aisle of grocery products, which has been designed to support next-generation brands providing healthier and more sustainable food options, is set to include more than 200 new products across 17 new categories.
Ocado.com customers shopping the Future of Food Edit aisle will now be able to choose from more than 440 products across 33 different categories including ‘Beauty’, ‘Baby’, ‘Oils, Vinegars & Sauces’ and ‘Fish’. To mark Organic September, the expanded Edit now includes a 130% increase in the range of organic products available.
Developed in partnership with Future of Food – the free, not-for-profit platform that discovers and spotlights entrepreneurs shaping the future of food – the Future of Food edit makes it easier for customers to discover brands that prioritise responsible sourcing, overall product healthiness and reduced waste. All brands listed within the edit meet a nutrition criteria set by Ocado’s Nutritionist and have their product sourcing and waste claims independently verified through Provenance, the claims data platform used by over 300 leading consumer brands.
Every product is assessed against three core pillars, which are checked by Ocado Retail and Provenance:
- 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, high polyunsaturated fatty acid (such as omega 3) and 5-a-day contributions
- Waste as a Resource – upcycled ingredients and recyclable packaging.
New brands shoppable within the Future of Food edit from 9th September include – Cheeky Panda, Freddie’s Farm, Wildly Tasty, Citizens of Soil, ManiLife and Pip Organic.
Brands such as Wildfarmed, which have been featured in the Future of Food edit aisle since launch, have seen increased sales as a result of the first of its kind initiative. Wildfarmed founder Edd Lees says: “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. 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.”
Bryony Whiting, Head of Partnerships and Commercial Strategy at Ocado Retail said: “The expansion of our ‘Future of Food Edit’ aisle 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.”
Barney Mauleverer, Founder of Future of Food Competition said: “Ocado is taking this seriously – it really shows. They’ve built an environment in which these entrepreneurial brands can genuinely be found – there’s been a huge amount of work behind the scenes to get it right. Seeing more brands land and knowing Ocado customers will discover them is so thrilling.”
Beyond the Edit, participating brands gain access to Ocado’s omnichannel marketing campaign, research and reports, peer networking and mentoring support through the Ocado x Future of Food community – a programme designed to supercharge growth for purpose-driven brands.
Customers can shop the Future of Food Edit aisle at: Ocado.com
