Shoppers on Ocado.com today will notice some major changes to many of the brand’s own range of products, following a refresh that aims to improve the firm’s green credentials.
Beside the new-look packaging, which features ‘brighter colours and bolder patterns’, Ocado says it has removed at least nine million non-essential packaging components from the range, including 640,000 plastic nets, using 27 tonnes less plastic (based on 2020 sales).
As an example, instead of an adhesive label on its own-range egg boxes, product information is now printed directly onto the box. Saving ten tonnes of paper per year, the retailer says. The colour has also been changed from green to white, to enable easier recycling.
The move forms part of the company’s wider rebrand, which has seen Ocado phasing out its original green ‘apple’ colour mark with a more ‘stand out’ grape. In a grocery market that “already has many shades of green,” the company believes that purple will “give the brand a more distinct identity”.
Ocado’s font and swirl logo have also been tweaked to make them more distinctive, particularly to mobile customers.
Among the 530 products included in the range, are new additions such as Moroccan Inspired Houmous, Cheese & Chive Dip and Chimichurri British Flat Iron Steak. There are plans to reveal more new items gradually, as part of seasonal offerings throughout the year.
The new packaging design was created in collaboration with Jones Knowles Ritchie (JKR).
Rachel Cox Reynolds, head of own-range and technical compliance, 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 the Spring.
“These products, with their updated imagery, continue to demonstrate the great quality that Ocado customers have come to expect, whilst also offering superb value for money for our customers.”
Laura Harricks, chief customer officer at Ocado Retail, said: “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 whilst 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.”
Share