UK online retailer Ocado has begun offering some 200 products as part of an own-label range designed to broaden its customer base.

The retailer began stocking the range today (20 September) and plans for the portfolio to reach 300 by the end of the year and then up to 1,000 by the end of next year.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The range will encompass food products such as fresh fish, lamb, poultry, continental cheese, tinned goods and bread, with non-food products like household cleaners expected to be introduced before the end of the year.

A spokesperson for Ocado told just-food that the range would not compete with the Waitrose Essentials range that it stocks, but complement it.

“Our customer is increasingly internet savvy and shopping for family meals using my-supermarket.co.uk offers, so you really need a broad range of quality items and price points,” the spokesperson said. “Waitrose has a completely different shopper to us, their customers have an average basket of GBP20-30 and our customers spend on average GBP100+.”

The range will be comparable to that of the standard own-label range of any High Street retailer, he said, adding that the move “reflects the online grocer’s continued growth and journey towards accessible, mainstream food retail”.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The spokesperson also highlighted the minimal packaging used in the range, saying the tins would not have wrinkles on them to save on packaging and as the company is online only does not need to use shelf ready packaging or other in-store promotional items. “We’re really about creating functional, honest packaging that sits within our ethical ethos,” he said.