In the UK, poor diets are a major contributor to both health issues and environmental harm — with food and drink responsible for 35% of the nation’s greenhouse gas emissions. We see a powerful opportunity to help shift consumer habits toward healthier choices that align with national dietary guidelines, improving wellbeing while reducing environmental impact. To drive this change, we’ve created a four-pillar strategy focused on progress and accountability.
By championing plant-based, fibre-rich foods and reducing the prominence of products high in fat, sugar, and salt, we aim to make healthier and more sustainable choices easier for everyone. Our approach has been developed in collaboration with key stakeholders to align closely with the expectations of investors, NGOs, and government bodies.
Increase sales of plant-based proteins to rebalance the ratio with animal protein.
We established a 2023 baseline year for reporting our healthy sustainable diets targets, using sales by volume (tonnes) as the key metric.
Our 2024 protein sales volume split remains the same as the base year, 2023.
Protein definition: This includes primary and minimally processed protein foods (excluding composite dishes), which are split into three categories: Livestock (animal-derived and dairy), seafood and plant.
Increase sales of healthy food and beverages in alignment with the government’s healthy eating guidelines.
We use the UK Nutrient Profiling Model definition of ‘healthy’, which defines healthy food and drinks as not being high in fat, salt or sugar (non-HFSS). Category exclusions include non-food products, baby food or formula, and alcohol.
In 2024 (our base year), Ocado Own Range products and M&S products (which accounts for 40% of our ocado.com portfolio), 84% is not high in fat, salt or sugar (HFSS) and 16% is HFSS.
Increase sales of fruit and vegetables as a key indicator of the healthiness of our customer baskets.
We are aspiring for sales of fruit and vegetables to represent 27% of total sales by 2030. In 2024, we remained level against our 2023 baseline at 24%.
Soil Association Farm to Fork Partnership
We are committed to inspiring healthier choices and building stronger communities. As part of our key partnership with the Soil Association, we have a ‘Farm to Fork Ambassadors programme’ - encouraging people providing healthy and sustainable food to share their stories and experiences with others in the industry.
Family Cook Clubs
Our charity partner, Community Shop, brings recipes to the community through Family Cook Clubs, promoting healthy cooking skills and fostering confidence in nutritious eating.
School Food Matters
We partnered with School Food Matters, a charity that teaches children about food from farm to fork, and improves children's access to healthy sustainable food while they are at school.
Finding healthy options online
We partnered with the University of Leeds and Manchester Metropolitan University to research consumer behaviour in online supermarket food environments. The ORIC funded pilot study used eye tracking and qualitative insights from participants shopping on ocado.com to reveal what traditional consumer research cannot. Our findings indicated that this innovative research method can inform future design to support ease of use and healthier food choices for our customers. Due to the pilot’s success, we secured further funding to collect more data.
Industry stakeholders
We believe that partnering with key nutrition and health stakeholders is critical to help us achieve our goals and provide us with objective feedback and council. We are participatory members of the British Retail Consortium's Nutrition Working Group and the IGD's Nutrition Leaders Forum. We are members of the British Nutrition Foundation, Anaphylaxis UK and Campden BRI.
We have a larger range of vegan and organic products than any other supermarket.
Our Ocado Price Promise covers over 10,000 products price-matched to Tesco—including fresh produce, wholegrains, lean proteins, and healthier picks.
We offer a wide range of healthy, sustainable and affordable recipes to encourage and inspire our customers to cook.
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