Online grocer launches budget line
Updated on 06 December 2008
Online grocer Ocado has launched a budget line of branded items in a move designed to appeal to customers more familiar with Tesco than Waitrose.
The "Everyday" range will offer items at lower prices than Waitrose own-label equivalents and comparable to Tesco's discount brands, Ocado said.
It is the first time Ocado has launched a range of goods that are separate to the traditional Waitrose offering.
The initial 21-items on offer are from suppliers including Dovecote, Moy Park and St Ivel and include meat, ready meals and dairy products. The range will extend into fresh fruit and vegetables in the New Year.
Ocado is part-owned by the John Lewis Partnership and sells Waitrose-branded food and drink, a small number of John Lewis non-food items and UK brands.
In March Ocado vowed to match prices with Tesco on 3,500 branded products from Pampers to Coca-Cola in an effort to attract thousands more customers.
Ocado co-founder Jason Gissing said: "We're continuing to listen to our customers. In March we were quick to spot the early signs of recession, introducing Tesco Price Match on branded goods to give increasingly cost-conscious shoppers improved value.
"Our new Everyday range improves that value further still, providing customers with greater choice and control when shopping with us. It's all about making the online shopping experience even more varied and convenient.
"Over the past 12 months, in response to customer comments, Ocado has enhanced its price proposition, product range and policies on explaining the shelf life of products purchased. Everyday compliments those developments and is expected to expand rapidly in 2009."
Ocado operates out of a warehouse in Hatfield, Herts, plus satellite depots elsewhere in England. The bulk of its customer base is in the South East.
These news feeds are provided by an independent third party and Channel 4 is not responsible or liable to you for the same.
