Ocado Revamps Own-Brand Product Range

By Dayeeta Das
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Ocado Revamps Own-Brand Product Range

Online grocery retailer Ocado has launched a revamp of its own-brand products range as part of a broader rebranding plan.

The new range includes products with enhanced sustainability credentials, including 27 tonnes less plastic and the removal of 9 million non-essential packaging components, based on sales in 2020, and new bright, contemporary artwork.

Product Range

The range has is comprised of over 530 products at competitive prices, including kitchen-classics such as coffee, berries, salad, and tinned goods.

New additions to the range include Moroccan Inspired Houmous, Cheese & Chive Dip, and Chimichurri British Flat Iron Steak.

New items will be revealed gradually as part of seasonal offerings throughout the year, the retailer added.


The new packaging design has been created in collaboration with creative company Jones Knowles Ritchie to ensure that Ocado products look great on screens of all sizes due to the digital nature of the business, as well as at home in cupboards and fridges.

The new packaging features bright, vibrant colours and product-inspired artwork to make the products stand out.

Rachel Cox Reynolds, head of own-range and technical compliance, said the online grocer has 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 have received a fresh makeover featuring brighter colours and bolder patterns, just in time for the Spring," Cox Reynolds added.


The full range of redesigned Ocado own-range products will be available to purchase online at


Improving the green credentials of the own-range packaging was a high priority for Ocado during the revamp.

Across the range, the retailer has used 27 tonnes less plastic in the packaging and has removed 640,000 plastic nets and at least 9 million non-essential packaging components.

As part of these efforts, the new packaging includes a number of modifications, such as product information printed directly onto the own-range egg boxes instead of an adhesive label, which saves 10 tonnes of paper per year.


The new range emphasises the group's commitment to high animal welfare standards, with all milk, poultry, and UK-sourced red meat coming from suppliers that adhere to the Red Tractor Standards.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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