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Ocado.com launches major refresh of own-range products, using 27 tonnes less plastic and removing 9 million non-essential packaging components

Ocado.com has launched a major refresh of its own-range products, part of the  company’s wider rebrand from green ‘apple’ to purple ‘grape’. The newly refreshed range  includes new products, enhanced sustainability credentials, including 27 tonnes less  plastic and the removal of 9 million non-essential packaging components, based on sales  in 2020, as well as new bright, contemporary artwork. The range has a new look and feel  but continues to deliver the same top-rated quality and great prices that Ocado  customers have come to expect.

The full range of refreshed Ocado own-range products will be available to purchase  online at ocado.com from Wednesday 17th March 2021.  


Standout range

Ocado’s much-loved own-range comprises over 530 products at competitive prices,  including kitchen-classics such as coffee, berries, salad and tinned goods, many of which  have accumulated consistent 5-star customer reviews.  

There are brand new additions to the range, such as Moroccan Inspired Houmous,  Cheese & Chive Dip and Chimichurri British Flat Iron Steak. Fairly priced, the new  products bolster Ocado’s famously wide range of over 49,000 products. There will also  be new items revealed gradually as part of seasonal offerings throughout the year.  

The bold new packaging design has been created in collaboration with design-led  creative company, Jones Knowles Ritchie (JKR). Being an online retailer with a digital-first  approach, it is important for Ocado that products look great on screens of all sizes, as  well as at home in cupboards and fridges. To make the products stand out, the new  packaging features bright, vibrant colours and product-inspired artwork.  

The UK’s most sustainable grocer – always improving our packaging 

As the UK’s most sustainable grocer, improving the green credentials of the own-range  packaging was a high priority for Ocado. Across the range, 27 tonnes less plastic packaging has been used, 640,000 plastic nets have been taken away and at least 9  million non-essential packaging components have been removed. As part of these  efforts, the new packaging includes a number of modifications. For example, instead of  an adhesive label on Ocado own-range egg boxes, the new design has product  information printed directly onto the box, which has in itself saved 10 tonnes of paper  per year, and the colour has changed from green to white – both changes making it  easier to recycle.  

Ocado recognises the importance of ensuring that its impact on people, animals and the  environment is positive and sustainable in the long term – this has been front of mind  during the development of the refreshed range. Ocado’s long-standing commitment to  high standards of animal welfare has been upheld, ensuring that all milk, poultry and  UK-sourced red meat are from suppliers that adhere to the Red Tractor Standards. In  addition, all own-range eggs are free-range and all fish is sustainably and responsibly  sourced.

Ocado is a founding member of the UK Plastics Pact – a group of businesses working  together to create a circular economy for plastics to keep them out of the natural  environment. As part of this, PVC, polystyrene and black plastics have been eliminated  from all own-range packaging and it is Ocado’s intention for all items to be 100%  recyclable and made from at least 30% recycled materials by 2025.  

Own-range and wider rebrand 

Since Ocado began in 2000, a lot has changed with the rise of digital and the company  recognises the importance of making the brand stand out on all digital platforms, not just  desktop. As part of the wider rebrand, Ocado has refreshed its font and swirl logo –  making them more distinctive when viewed in a small size, on a phone screen for  example. The new custom font, Ocado Full Fig, has been designed exclusively by type  foundry F37 and complements the redrawn logo. The new colour of purple, inspired by  grapes, was selected in order to give the brand a more distinct identity in the grocery  retail market which already has many shades of green. The font, logo and new colour  mark the beginning of Ocado’s future with new supply partner, Marks & Spencer. 

Rachel Cox Reynolds, head of own-range and technical compliance says:​ “We have  been busy working on a new look and feel to the Ocado own-range for some time now  and are delighted to be able to share the final results. Each and every one of our own-range items has received a fresh makeover featuring brighter colours and bolder  patterns, just in time for the Spring.  

“These products, with their updated imagery, continue to demonstrate the great quality  that Ocado customers have come to expect, whilst also offering superb value for money  for our customers.”  

Laura Harricks, chief customer officer at Ocado Retail says:​ “It’s so important to us that  we are able to delight customers through our range, value and convenience but we also  recognise the importance of ensuring that our impact on people, animals and the  environment is positive and sustainable in the long term. 

“We’re delighted that the refreshed collection has given us the opportunity to improve  the sustainability-credentials of our own-range packaging whilst maintaining high  quality and great prices. We are proud of the steps forward we’ve made here – the  bright, bold packaging is just the icing on the cake.” 

For more information, please contactocadoretail@tulchangroup.com 

About Ocado Retail 
Ocado Retail Ltd is a joint venture between Marks & Spencer Group and Ocado Group. It  is responsible for Ocado.com and Ocado Zoom. 

With over 625,000 active customers, we are the world’s largest dedicated online  supermarket. Customers benefit from an unbeatable range of over 49,000 products –  including big-name brands, the full M&S food range, and Ocado Own Label products –  unbeatable service, with more than 97% orders accurate and on-time, and the most  sustainable grocery proposition with the lowest levels of food waste (0.04%) of any  British grocer. 

Every order is carefully packed in one of our distribution centres using world-
leading software and technology. Shopping is then delivered direct to customers using a  network of regional spokes in one of our vans. Ocado developed the first grocery  shopping app in 2010 and continues to develop and innovate to offer their customers the  best possible experience. 


Press enquiries:

For corporate and Ocado Group

Tulchan Communications: ocadoretail@tulchangroup.com

Tel: +44 (0) 2073 534 200 | Fax: +44 (0) 7770 745 454

Tulchan Communications Group, 2nd Floor,
85 Fleet Street,
London,
EC4Y 1AE

For consumer

Ocado Press Office, Ocado Retail,
Apollo Court,
2 Bishop Square,
Hatfield, Hertfordshire,
AL10 9EX

Only press enquiries will receive a response. For ocado.com customer enquiries please contact Customer Services – they're there to help you 24 hours a day, seven days a week.