We’re dedicated to helping customers eat healthily and sustainably, regardless of their dietary requirements.
Targets
- Increase sales of plant-based proteins to rebalance the ratio with animal protein.
- Increase sales of healthy food and beverages in alignment with the government’s healthy eating guidelines.
- Increase sales of fruit and vegetables as a key indicator of the healthiness of our customer baskets.
Our approach
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.
Reassuringly good value
We make healthy and sustainable diets more accessible and affordable by addressing price barriers. Our initiatives include:
- Fill your fridge deals: We run various promotions to make fresh produce and protein more affordable such as 5 for £5 and 3 for £12 deals.
- Ocado Price Promise: Covering over 10,000 products, we ensure customers won’t pay more when shopping with us compared to Tesco. This includes a broad range of fruit and vegetables, wholegrains, lean animal and plant proteins and lower sugar and fat alternatives.
- Seasonal Star: To inspire our customers to try new seasonal products we have a permanent seasonal feature on Ocado.com highlighting seasonal fruit, vegetable and protein, many of which are on promotional offers.
- Eating on a budget: Our OcadoLife magazine and ocado.com feature regular recipe ideas for budget-friendly meals.
Reassuringly good value
Unbeatable choice
We take pride in our wide range of healthy products catering to various dietary needs. ocado.com stocks healthy, sustainable products from small challenger brands through to M&S, Holland & Barrett and many other leading health brands.
We foster brands like Bold Bean, Better Nature Tempeh and Redefine Meat that match our aspirations for sustainable healthy diets. Many of the new brands we stock are healthy, plant based, organic or free from.
We provide the largest selection of vegan and organic products and the most extensive range of free-from products compared to any other supermarket.
“We’re so proud to work with Ocado who share our mission to make healthy, sustainable eating easy and delicious. Their support for challenger brands like ours is helping to put beans in the front of the store cupboard and the centre of people’s plates!” Amelia Christie-Miller, Founder, The Bold Bean Company.
We provide the largest selection of vegan and organic products and the most extensive range of free-from products compared to any other supermarket.
Unbeatable choice
Convenient and easiest shop
We provide a dedicated section on ocado.com for dietary and lifestyle preferences, including vegetarian, vegan, free-from, weight management, gut health, organic and religious diets. Our extensive dietary filters make it quicker and easier for customers to find suitable products. Furthermore, we are continuously improving our nutrition labelling to empower customers with informed purchase decisions.
Convenient and easiest shop
Nudging and inspiring
Through our marketing channels, we promote healthy choices and provide recipe inspiration. This includes a dedicated ‘healthy’ recipe section on ocado.com, featuring nutritionally balanced recipes. We also highlight vegan, vegetarian and gluten-free recipes, and approximately one-third of the recipes in OcadoLife Magazine are plant-based.
Farm to Fork Ambassadors
As part of our partnership with the Soil Association, we launched the Ambassadors programme. This initiative aims to create a network of advocates who are actively involved in the food industry and can drive change by educating and increasing access to sustainable and healthy diets produced through environmentally friendly methods.
We successfully recruited and trained our first group of ambassadors in storytelling, media engagement and networking. They will share their first-hand experiences to amplify underrepresented voices and bridge gaps across farming, healthy diet education and environmental advocacy.
We are also shaping the new Farmer Academy, an online platform designed to provide suppliers with valuable insights.
Nudging and inspiring
Our performance
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%.
Our campaigns and partnerships
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.
“In 2020 when the world was reeling from the impact of lockdown, Ocado was one of the first companies to come forward and offer support to our charity, to help us to help the children and families most impacted by food insecurity. Fast forward to 2025 and Ocado has stayed with us, understanding the value and vital importance of teaching children about food for their future health and happiness. It’s rare to find a partner that genuinely understands why school food and food education matters and that continues to donate confidently, knowing that investing in children’s health is an investment worth making.”
Stephanie Slater, Founder and Chief Executive, School Food Matters
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.
