Ocado has launched its own brand range of groceries.
From this week, the online grocer now stocks around 200 different products under its own brand.
Introducing the new range on the Ocado website the company said it had responded to customer demand in introducing the new range, which includes dairy, fruit and vegetables, canned goods, bakery and deli items, including cheese, dips and meats.
Sandra Ziles, head of own brand, said: “You told us what you wanted in the range and you even voted for the packaging designs.”
The own brand range will supplement the wide range of primarily Waitrose branded goods already sold by Ocado.