UK online grocer Ocado is to list the use-by dates for each item on its website in a bid to attract customers who believe home-delivered groceries are not as fresh as supermarket goods.

The new move, which is expected to be fully rolled-out within a month, will allow only a limited number of customers access to life information and the new-look receipt over the next few weeks.

CEO Tim Steiner said: "We've taken a revolutionary step that sets us further apart from the rest of the industry. Ocado customers will have the ability to see product life information just as in a store, reassuring them about the freshness of the food and drink that will be delivered to their homes.

"A further benefit is that Ocado customers will find that meal planning becomes much easier. They will know, at the point of ordering, exactly what they can use at various points throughout the week."

The retailer said that the new-look receipt will detail when fresh food needs to be eaten.

"Our receipt will double up as a meal-planning tool which means, without rummaging through the fridge, customers can see what needs eating on a given day. We hope that this will further support our ongoing efforts to reduce food waste," added Steiner.

"We truly believe that it will set a new standard for online grocery shopping."