Ocado Retail has launched a new Future of Food Edit aisle, a curated aisle of grocery products designed to showcase and support next-generation brands focused on healthier and more sustainable food.
The new aisle, launching on Earth Day, is developed in partnership with Future of Food – the free, not-for-profit platform that discovers and spotlights entrepreneurs shaping the future of food – with sustainability product 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 and 5-a-day contributions
- Waste as a Resource – upcycled ingredients and recyclable packaging.
The Future of Food Edit aisle is designed to make it easier for customers to discover brands that align with these principles, while providing a platform for suppliers focused on innovation in health and sustainability.
The launch line up features brands such as Wildfarmed, Blanco Niño, ChicP, Isle of Wight Tomatoes, MOMO Kombucha, Beyond Belief, Love Corn, Tiba Tempeh and Bold Bean – alongside purpose driven non-food brands such as SEEP and Wilton London, with more to be added over the coming weeks.
The launch reflects continued growth in demand for products linked to health and functionality. Ocado data shows searches for high protein (+99%), high fibre (+90%), low sugar (+134%) and immunity (+116%) all rising year-on-year, alongside meal prep (+60%). Health food sales are up 234% over the same period.
Ocado’s consumer research also highlights increasing complexity in decision-making, with almost three quarters (72%) of UK consumers saying there is too much conflicting advice about what food is healthy or sustainable, and a similar proportion (77%) saying they would like retailers to make it easier to choose healthier and more sustainable options.
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.”
Barney Mauleverer, founder of Future of Food Competition, said: “This is really really exciting – and I don’t say that lightly. When the world’s largest dedicated online supermarket says ‘we want to find, verify and champion the brands shaping tomorrow’s food system’ – and then builds a dedicated space to do it – that’s a genuine signal to every food entrepreneur in the country that the big players are backing innovation, not just talking about it. The Future of Food Competition exists to spotlight the game changers and change makers – Ocado is now giving them a shop window to match. The brands in this Edit aren’t here because of marketing spend – they’re here because they’ve earned it through nutrition, responsible sourcing and waste innovation. That’s the future of food, right there. And this is just the beginning – this edit will keep growing, and we’re thrilled to have Ocado as a partner and judge for this year’s Future of Food Competition too.”
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 12-month programme designed to supercharge growth for purpose-driven brands.
The Future of Food Edit will continue to evolve with additional brands added over time as new products and innovation emerge across the category.
Customers can shop the Future of Food Edit aisle at: Ocado.com
