Online grocer Ocado has expanded its Future of Food Edit just five months after launch, adding more than 200 products as it looks to give purpose-driven brands greater visibility with shoppers.
It is a significant increase for Ocado Retail which now has circa 440 products across 33 categories on the dedicated curated online aisle.
Launched in partnership with Future of Food, a free, not-for-profit platform supporting entrepreneurs shaping the future of food, the edit is designed to make it easier for consumers to discover brands focused on healthier products, responsible sourcing, and waste reduction.
The expansion adds 17 new categories, including beauty, baby, oils, vinegars & sauces, and fish. The range has also been boosted for ‘Organic September’, with the number of organic products available through the edit increasing by 130%.
Future of Food Edit: Ocado Retail spotlights healthier and sustainable brands
For brands hoping to qualify, sustainability credentials alone are not enough. Products must meet nutrition criteria established by an Ocado nutritionist, while sourcing and waste-related claims are independently verified through Provenance, the claims data platform used by more than 300 consumer brands.
Products are assessed against three core pillars: responsible sourcing; food for life; and waste as a resource.
The criteria cover recognised certifications such as B Corp, organic and regenerative standards, as well as non-HFSS products that can contribute to healthier diets. Upcycled ingredients and recyclable packaging are also considered.
Among the new brands joining the edit from 9 September are Cheeky Panda, Freddie’s Farm, Wildly Tasty, Citizens of Soil, ManiLife and Pip Organic.
For brands already participating, the initiative appears to be translating into greater commercial visibility. Wildfarmed, which has been part of the edit since launch, said the increased exposure has contributed to record sales weeks with Ocado.
Edd Lees, founder of Wildfarmed, said supermarkets have a “massive lever” in determining which types of food consumers see and ultimately buy.
“Most people don’t choose food that’s good for the ground it’s grown in because they never see it,” he said. “Ocado has chosen to put it in front of them.”
Barney Mauleverer, founder of Future of Food Competition, added that Ocado was “taking this seriously”, highlighting the work involved in creating an environment where entrepreneurial brands can genuinely be discovered.
Bryony Whiting, head of partnerships & commercial strategy at Ocado Retail, said the expansion demonstrates the retailer’s commitment to making it easier for shoppers to find innovative brands that align with their health and environmental values.
The partnership extends beyond shelf space. Participating businesses also gain access to Ocado’s omnichannel marketing activity, research, peer networking and mentoring through the Ocado x Future of Food community.
For emerging brands attempting to scale with purpose at their core, the initiative offers something increasingly valuable: not just a route to market, but a platform designed to help shoppers find them.
[image credit: Ocado/BEDEO]
