Online grocer Ocado Retail has unveiled a ‘Future of Food Edit’ aisle which it said will help shoppers discover healthier and more sustainable grocery products, while giving emerging food brands greater visibility.
Now a few weeks old, having launched on Earth Day 2026, the Future of Food Edit is the result of a partnership with Future of Food, a not-for-profit platform supporting entrepreneurs focused on better food production and consumption practices.
Sustainability claims featured in the range have been independently verified through tech company Provenance, which also works with Holland & Barrett to help verify so-called green claims.
Ocado said the latest initiative reflects growing consumer demand for products linked to health, functionality, and environmental impact, while also addressing confusion around sustainable food choices.
According to the retailer, searches on its platform for high-protein products have risen 99% year on year, while searches for high-fibre foods jumped by 90%. Demand for low-sugar and immunity-focused products also climbed sharply, alongside a 60% rise in meal-prep searches. Health food sales overall increased by 234% during the same period, it added.
Ocado’s consumer research found 72% of UK shoppers believe there is too much conflicting information about what food is healthy or sustainable. Meanwhile, 77% said retailers should do more to simplify healthier and more sustainable purchasing decisions.
Step forward the Future of Food Edit, which contains products assessed against three criteria: responsible sourcing, food for life, and waste as a resource. These include recognised certifications such as B Corp, organic and regenerative standards, as well as products that support healthier diets through plant-based ingredients, fibre content and reduced HFSS credentials.
Upcycled ingredients and recyclable packaging are also considered for the range.
The launch line-up features brands including Wildfarmed, Blanco Niño, ChicP, MOMO Kombucha and Bold Bean, alongside non-food names such as Seep and Wilton London.
Bryony Whiting, head of partnerships & commercial strategy at Ocado Retail, said the launch was designed to respond directly to that aforementioned customer demand for simpler ways to identify healthier and more sustainable products. She added that the independently verified criteria would help cut through complexity while supporting suppliers focused on meaningful innovation.
Barney Mauleverer, founder of Future of Food Competition, described the partnership as a significant signal of support for food innovation from a major retailer.
“This is really really exciting – and I don’t say that lightly,” he noted.
“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.”
Beyond product listings, participating brands will also gain access to an Ocado-led omnichannel marketing campaign, research insights, mentoring and peer networking through a 12-month development programme for purpose-driven businesses.
[image credit: Ocado Retail screenshot]
