Ocado Retail is launching Ocado British Baked Beans on the back of a 12% increase in sales of its own-label range.
The online pureplay grocer has added more than 100 new items to its own-label range this year, which now account for one in every 10 items in customer baskets, it said.
The recent additions of baked beans, sourdough bread and microfibre cloths take the total in the range to more than 740 SKUs.
“At Ocado we are proud to offer a wide range of products for everybody’s budgets,” said Ocado Retail product director Simon Hinks.
“Take baked beans for example we have almost 50 different varieties available, from Heinz with Cathedral City to Bold Bean Co. We know our customers love the Ocado Own Range for its quality and value so it felt only natural for us to create our own version to offer customers our take on a fry-up favourite.”
Next year, Ocado will expand the range again, it said, with plans to add hundreds more products including seasonal lines.
Many of its own-label products have more than doubled in volume sales year on year. The biggest volume increases have been in Ocado Mixed Nuts & Raisins (up 212%); Ocado Organic Whole Black Pepper Corns (up 166%); Ocado Fish Pie Mix (up 160%); Ocado Pumpkin Seeds (up 155%); and Ocado Mixed Nuts (up 155%).
A survey of more than 2,000 consumers undertaken by Ocado and Savanta reveals growing public demand for own-brand produce. Some 89% of shoppers consider it important that their supermarket stocks a wide range of value products, with dairy produce (34%), meat & fish (28%) and tinned goods (22%) the top products customers are choosing to purchase from own brands in every shop.
When purchasing from a supermarket’s own brand category, half of those surveyed stated that quality was important to them. Three in 10 (31%) said the quality of own-brand products has improved, with seven in 10 (72%) stating they will continue to buy own-branded goods regardless of any changes to the broader economic climate.
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