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Female-founded brands see 20% sales uplift six months on from launch of Ocado Retail’s ‘Buy Women Built’ aisle

3rd April 2025

  • Sales of products on the UK’s first supermarket aisle dedicated to female-founded businesses are up 20% six months after its launch
  • The aisle, created in partnership with Buy Women Built, has driven growth for female entrepreneurs
  • Featured brands such as Froot Pops and Bold Bean Co have seen sales soar by as much as 140% and 110% respectively

Sales of products in the UK’s first supermarket aisle dedicated solely to female-founded businesses have significantly increased in the six months since it launched, data from Ocado Retail has revealed.

Brands featured on Ocado Retail’s Buy Women Built have seen an average sales increase of 20% since it launched in October, demonstrating the potential of the initiative to build profile and drive growth for the businesses featured and consumer interest in female-founded businesses. 

For many of these businesses, securing a presence in a major supermarket can be transformative, offering access to a national customer base and the credibility that comes with being stocked by a market leader. The Buy Women Built aisle removes barriers to entry by providing a dedicated space where these brands are not only listed but actively championed, helping them grow their audience and accelerate their success. The brands have been supported by the retailer through promotions across products, features in Ocado Life magazine and social media channels and on-site brand storytelling.

Beyond the impressive 20% average sales uplift, individual brands have seen their sales soar since the Buy Women Built aisle was launched*: 

  • Froot Pops: +140%
  • Bold Bean Co: +110%
  • MOMO: +73%
  • Doughlicious: +56%
  • TRIP: +43%
  • Borough Broth: +37%

The Buy Women Built aisle continues to go from strength to strength, now featuring over 1,500 products from more than 140 female-founded brands – a significant milestone since launch. Designed to make it easy for Ocado shoppers to discover and support innovative businesses built by women, the aisle offers a wide range of high-quality products across multiple categories.

Genevieve Fitch, Supplier Relationship Manager at Ocado Retail, comments: “The response from our customers has been overwhelmingly positive, highlighting the strong demand for products from our female entrepreneurs. We are proud to be able to offer a platform that not only supports and celebrates these fantastic brands but also brings us closer together to collaborate with suppliers.”

Ana Martins, Co-Founder of Froot Pops, said: We launched Froot Pops to add a bit of joy to the freezer aisle, so to see our chocolate-coated berries flying off Ocado shelves is beyond exciting! Being part of the Buy Women Built aisle on Ocado has been transformative for Froot Pops – it hasn’t just boosted our sales, it’s helped customers discover the heart and hustle behind female-founded brands. It’s shown that when women are given the platform, they don’t just show up – they soar. We’re so proud to be part of a movement that’s changing the game for women in business on a national stage.

Sahar Hashemi, Founder of Buy Women Built, added: “This 20% sales uplift proves what we’ve always believed – when you spotlight women-built brands, consumers respond. These brands aren’t just products; they’re born from personal experience. They exist because the founder couldn’t find what she needed – so she built it. That’s why these products are future-facing, thoughtful, and often game-changing. These founders are mothers, wives, friends, colleagues – everyday women turning lived frustrations into better solutions. Ocado’s pioneering commitment to launching the UK’s first supermarket aisle dedicated to women-built brands hasn’t just strengthened female entrepreneurship, it has sent a powerful message to the industry: women-built brands are not a token gesture, they’re a commercial force. And this is just the beginning.” 

There’s more to look forward to, with Ocado set to feature products from the Buy Women Built aisle in on-site recipes, roll out more promotions and continue the search for new brands to grow the aisle even further.

The Buy Women Built aisle is live on Ocado.com and Zoom by Ocado, and can be found by searching ‘Buy Women Built’ into the search bar. 

ENDS

Notes to Editors

*Data comparison from October 2024 sales vs. March 2025 sales in the Buy Women Built aisle.