Ocado launches sustainable ‘Future of Food’ aisle
Ocado has launched a new Future of Food Edit aisle on its grocery website to make it easier for customers to find healthier and more sustainable food.
The initiative has been developed in partnership with Future of Food, a free, not-for-profit platform that supports and promotes “game-changing” food innovations.
Subscribe to TRBOcado stated that sustainability product claims made by participating brands are independently verified through the Provenance claims data platform.
Products are assessed against three the core pillars of Responsible Sourcing, Food for Life, and Waste as a Resource, which cover everything from recognised certifications and healthier diet credentials to upcycled ingredients and recyclable packaging.
Brands in the launch line-up include the likes of Wildfarmed, Blanco Niño, ChicP, Isle of Wight Tomatoes, Momi Kombucha, Beyond Belief, Love Corn, Tiba Tempeh and Bold Bean. There is also a range of purpose driven non-food brands such as SEEP and Wilton London.
They will all benefit from marketing support, research and reports, peer networking and mentoring through the 12-month Ocado x Future of Food programme.
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.”
Ocado has reported increased demand for products linked to health and functionality, with searches for low sugar up 134%, immunity up 116%, high protein up 99% and high fibre up 90% year-on-year. Overall health food sales have risen by 234% over the same period.
