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.
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”.
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).