A Community for Challenger Brands

Ocado Roots is a community for challenger brands and is designed to support new, innovative brands starting their journey into retail. At Ocado we want to be the best place for customers to find new and exciting products, and for suppliers to scale. We define success as brands engaging with Ocado to expand their customer reach, leveraging available benefits to drive growth, and utilising acquired knowledge and insights to penetrate the broader UK grocery market.

Qualifying Criteria

There is no specific application process to join Ocado Roots. Brands must gain a listing within their category in their own right, and should they then meet the below criteria an invitation will be issued to join the programme.

To join Ocado Roots, a brand must meet the following criteria:

• Be a stand alone brand.
• Be a micro or small business.
• Agree to 6 months exclusivity from the point of launch.

NB: Exclusivity from Sainsbury's, Tesco, Morrisons, Asda, and/or Waitrose.

Benefits for Ocado Roots Members

Ocado Roots offers a host of benefits to its members, including financial and commercial support, complimentary data and resources, and access to small supplier packages. Members will also have access to community support and networking opportunities.