UK online retailer Ocado has begun offering some 200 products as part of an own-label range designed to broaden its customer base.

The retailer began stocking the range today (20 September) and plans for the portfolio to reach 300 by the end of the year and then up to 1,000 by the end of next year.

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The range will encompass food products such as fresh fish, lamb, poultry, continental cheese, tinned goods and bread, with non-food products like household cleaners expected to be introduced before the end of the year.

A spokesperson for Ocado told just-food that the range would not compete with the Waitrose Essentials range that it stocks, but complement it.

“Our customer is increasingly internet savvy and shopping for family meals using my-supermarket.co.uk offers, so you really need a broad range of quality items and price points,” the spokesperson said. “Waitrose has a completely different shopper to us, their customers have an average basket of GBP20-30 and our customers spend on average GBP100+.”

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The range will be comparable to that of the standard own-label range of any High Street retailer, he said, adding that the move “reflects the online grocer’s continued growth and journey towards accessible, mainstream food retail”.

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The spokesperson also highlighted the minimal packaging used in the range, saying the tins would not have wrinkles on them to save on packaging and as the company is online only does not need to use shelf ready packaging or other in-store promotional items. “We’re really about creating functional, honest packaging that sits within our ethical ethos,” he said.