Ocado unveils own label rebrand

The food retailer is reportedly changing 530 of its own label range products, while ditching 640,000 plastic nets from its packaging

Ocado has undertaken a rebranding strategy that includes 100 new products and less packaging, as well as a switch from green to purple.

The food retailer said that 530 items in the group’s own label range are set to be changed in time for today’s (17 March) launch.

Moreover, the group, which is now co-owned by Marks and Spencer (M&S), is set to remove 640,000 plastic nets from its packaging, resulting in a year-on-year decline of 27 tonnes.

Laura Harricks, chief customer officer for retail at Ocado, said that she was “proud” of the ability to “improve the sustainability-credentials of our own-range packaging”.

The group’s switch to purple has stemmed from a desire to stand out from its competitors, with Waitrose, Morrisons, and Asda all operating under trademark green brands.

Inspired by grapes, the new colours represent a step away from the green theme that is “widely used in grocery branding,” as Ocado looks to avoid being “mistaken for anyone else”.

The rebranding will be followed by Ocado Retail’s Q1 2021 trading update on Thursday (18 March).

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