Fifth of items changed ahead of relaunch with new purple hue inspired by grapes
Ocado has given its eponymous food range a facelift, with 100 new products and less packaging, as part of a major rebrand that is ditching its trademark green for purple to stand out in an intensifying online grocery war.
The retailer said a fifth of the 530 products in Ocado’s own-label range had changed ahead of Wednesday’s launch, highlighting new upmarket additions such as Chimichurri British flat-iron steak.
