Ocado has launched a new ‘Future of Food Edit’ aisle on its grocery website to help shoppers find healthier and more sustainable products.

The online grocer has developed the initiative in partnership with Future of Food, a free not-for-profit platform that supports and promotes food innovation.

Ocado said sustainability claims made by participating brands will be independently verified through the Provenance claims data platform.

Products included in the edit are assessed against three core pillars: responsible sourcing, food for life, and waste as a resource.

The criteria cover recognised certifications, healthier diet credentials, upcycled ingredients and recyclable packaging.

Brands featured in the launch line-up include Wildfarmed, Blanco Niño, ChicP, Isle of Wight Tomatoes, Momi Kombucha, Beyond Belief, Love Corn, Tiba Tempeh and Bold Bean.

Purpose-driven non-food brands, including SEEP and Wilton London, are also included in the aisle.

Participating brands will receive marketing support, research and reports, peer networking and mentoring through the 12-month Ocado x Future of Food programme.

Ocado Retail head of partnerships and commercial strategy Bryony Whiting said: “The launch of the ‘Future of Food Edit’ aisle is a direct response to our customers’ needs. We know that shoppers are seeking healthier and more sustainable options.

“However, our research clearly shows that a large majority want retailers to make these choices easier.

“Our curated aisle cuts through the complexity by showcasing innovative, next-generation brands that have been independently verified against objective criteria.

“This initiative simplifies decision-making for our customers while providing a vital platform for suppliers that are truly making a difference.”

Ocado said it has seen increased demand for products linked to health and functionality over the past year.

Searches for “low sugar” have risen 134 per cent year on year, while “immunity” searches are up 116 per cent. Searches for “high protein” and “high fibre” have increased 99 per cent and 90 per cent respectively.

Overall health food sales have risen 234 per cent over the same period.

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