Ocado takes on Sainsbury’s with own label range

Ocado is launching an own-brand range in a bid to build a more mainstream positioning and compete with rivals Sainsbury’s and Tesco.

From today (20 September), Ocado will stock 200 own label products comparable to the supermarkets’ standard ranges and will look to build a 1,000 strong own brand range.

The online grocer says its own label range is “complementary” to the Waitrose’s product range it stocks, not a direct rival to the Waitrose Essentials range.

A spokesperson says that now Ocado is a public company, it is becoming more mainstream and so the new own brand range is looking to appeal to Tesco and Sainsbury’s customers by providing a wider range of products and prices.

The own label range has been developed by identifying the products Ocado customers search for, but are not currently stocked. Ocado says the range will “fill the gap” in the range of Waitrose and non-Waitrose products Ocado offers.

The launch comes just months after Ocado renewed an exclusive 10-year deal to supply Waitrose products.

In September, Ocado reported a near 30% rise in sales.

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