Ocado brings in own-label baked goods

21 September, 2010

Online grocer Ocado has launched an extensive range of own-label products, including a large number of bakery items.

Developed in response to the recessionary trend of mixing and matching premium and value products, there will be an initial 250-300 lines launched by Christmas, with “hundreds more” planned for 2011.

Among the current range are cupcakes, cookies, muffins, cake slices, and biscuit bites, as well as a range of bread products, including crusty bread, wholemeal rolls, sub rolls and baps. Products to launch for Halloween include cupcakes and fairy cakes.

Research by One Poll, commissioned by Ocado earlier this month, revealed that the British shopping basket has changed significantly since 2005, when a white sliced loaf, blueberry muffin, and a wholemeal loaf were among consumers’ top 10 products. In 2010, the basket only featured “a loaf of bread”. But Ocado said it had seen sales of speciality breads, such as ciabatta, nearly doubling over the past five years.





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