Pureplay grocer Ocado has launched a refresh of its own-label range, targeting a reduction in plastic use, introducing new lines and updating its logo and packaging.
The retailer said the refresh would strip 27 tonnes of plastic and remove 9 million non-essential packaging components from its own-label products.
As an example, Ocado said it had removed adhesive labels on own-range egg boxes and that their colour had been changed from green to white, making the packaging easier to recycle.
The grocer said it was also adding new additions to its current 530-strong product range, such as Moroccan Inspired Houmous, Cheese & Chive Dip and Chimichurri British Flat Iron Steak. It will also aim to introduce more seasonal offerings throughout the year.
Ocado has also refreshed its own-brand logo, refreshing the “font and swirl logo – making them more distinctive when viewed in a small size, on a phone screen for example”.
The retailer said the branding refresh would “mark the beginning of Ocado’s future with new supply partner Marks & Spencer”.
Ocado head of own-brand and technical compliance Rachel Cox-Reynolds said: “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 spring.
“These products, with their updated imagery, continue to demonstrate the great quality that Ocado customers have come to expect, while also offering superb value for money for our customers.”
Ocado Retail chief customer officer Laura Harricks added: “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 while 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.”
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