Ocado’s own brand(o)
Ocado, the online-only grocery shop, have now started sell own-brand products. Up until now they’ve only stocked and sold Waitrose goods but they’ve decided to now start running their own.
The labelling seems a little uninspiring but then you have to remember that they are exclusively an online grocers. Their buns don’t have to jostle for your attention on the shelves in the same way that its competitors buns have to. With that in mind, they’ve clearly concentrating on displaying the required information in an economical way and that’s all. Nothing wrong with that.
Ocado said the mid-tier brand was complementary to Waitrose products and was launched primarily to “fill the gaps” in Waitrose’s budget offer, as Ocado targeted the big weekly family shop as opposed to top-end and top-up shoppers.
Taken from The Grocer
