Ocado Retail has revealed it will showcase and support brands focused on healthier and more sustainable food.
A new Ocado product aisle, named ‘Future of Food Edit’, is developed in partnership with Future of Food – a not-for-profit platform that aims to spotlight entrepreneurs shaping the future of food.
It said its sustainability product claims were independently verified through claims data platform Provenance.
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 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 aims to make it easier for customers to discover brands that align with the pillars, 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, Love Corn, Tiba Tempeh and Bold Bean, with more to be added.
According to Ocado, the launch reflects continued growth in demand for products linked to health and functionality. Ocado data showed 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 were up 234% over the same period.
Ocado’s consumer research also highlighted “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, commented: “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.”
“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.”
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.”
