Ocado launches ‘Simple Ingredients’ aisle as three quarters of shoppers seek recognisable ingredients

In response to customer demand, Ocado Retail has launched Simple Ingredients, a dedicated online aisle featuring a curated selection of products made only with ingredients customers are likely to recognise. 

As the first dedicated supermarket aisle of its kind in the UK, Simple Ingredients features over 350 branded products made with recognisable ingredients and no artificial additives such as colours, emulsifiers, stabilisers or flavours. 

The launch comes as new research reveals strong demand for simpler, more transparent food choices, with nearly three quarters (74%) of UK consumers preferring products containing ingredients they recognise.

The new aisle simplifies shopping by making it easier for customers to identify products they might use in their own kitchen. Almost two thirds (65%) say shopping would be easier if they could quickly identify foods with fewer added ingredients, while over half (51%) find it difficult to know what ingredients have been added to the foods they buy.

This uncertainty is changing grocery shopping habits. Nearly three in five consumers (57%) are looking at ingredient labels more closely than they were a year ago, while almost half (48%) have changed what they buy based on information about ingredients.

The findings also reveal the confusion and time pressures shoppers face. More than half (54%) struggle to keep up with changing advice about food and ingredients, while half (50%) say they do not have time to check the label or ingredients of every product they buy.

Social media plays a particularly prominent role among younger shoppers, with almost two in five Gen Z consumers (39%) using it for information about food ingredients – more than double the national average of 19% – yet 60% find it difficult to tell which food information online they can trust.

Ocado’s own search data reflects this growing interest, with searches for ‘unprocessed’ up 178% year on year, ‘wholefood’ up 133%  and ‘natural’ up 59%.

To make these products easier to find, the Simple Ingredients aisle brings them together in one dedicated destination on Ocado.com. Available all year round and updated seasonally, the aisle spans everyday favourites including frozen pizzas, burgers and ready meals; ketchup, salad dressings and sauces; breads, cereals and baked goods; and ice cream, snacks and treats.

The aisle will also feature products from the M&S Only range, which are made with eight or fewer ingredients and free from artificial colours or preservatives. Searches have risen 1,533% year on year since the range launched in March 2025, underlining strong demand for products with simpler ingredient lists.

Charlie Parker, Senior Nutritionist at Ocado Retail, said: “Customers increasingly want to know what is in the food they buy, but navigating ingredient lists can be difficult and time-consuming. We have checked the back of every pack so customers do not have to, bringing together products made with recognisable ingredients in one dedicated aisle, while leaving them to make an informed choice about what works for them as part of their overall diet.”

The Simple Ingredients criteria is based on recognisable ingredients only and does not guarantee a healthier diet. Ocado recommends following the Eatwell Guide and checking product nutrition labels to help make informed dietary choices as part of a varied and balanced diet.

Customers can browse the aisle at: Simple Ingredients – All Products – Ocado The online supermarket