Ocado launches aisle that only stocks products from female-founded brands

The Buy Women Built aisle is thought to be the first of its kind offered by a major UK supermarket, and offers more than 1,000 products from 130 brands

Ocado has made a groundbreaking move with the launch of a new "aisle" dedicated entirely to products from female-founded businesses.

The pioneering Buy Women Built aisle is believed to be a first for a major UK supermarket, showcasing over 1,000 items from 130 brands in categories such as food and drinks, health and beauty, home care, cleaning, and children’s products. Ocado's initiative also includes sharing the inspiring stories of the founders behind these brands on their website, giving customers insight into the "people behind the products".

The online grocery platform prides itself on offering emerging brands a significant opportunity to break into the market and reach a nationwide audience. A survey commissioned by Ocado revealed that 64% of consumers think it's crucial to support female-founded companies to inspire more women and create further opportunities, with 51% saying they would be more inclined to purchase from such brands if they were easily identifiable.

Hannah Gibson, chief executive of Ocado Retail, said: "I know how important it is to support female entrepreneurs, especially those who are just starting out, and create a space where female-led businesses can thrive. By collaborating with Buy Women Built, we’ve been able to curate an amazing selection of products from inspiring brands, and support a movement that helps nurture female entrepreneurship."

Sahar Hashemi, the founder of Buy Women Built, said: "The dedicated Buy Women Built aisle at Ocado represents a powerful step towards fostering a more inclusive and innovative marketplace. Every item in this aisle tells the story of a woman entrepreneur breaking barriers, and with each purchase we are not only helping to create a stronger economy but also inspiring the next generation of young girls to dream bigger."

Amelia Christie-Miller, the founder of Bold Bean Co, which is featured in the aisle, stated: "Being part of the Buy Women Built initiative with Ocado feels like a pivotal moment for Bold Bean Co. It’s not just about reaching a broader audience but about amplifying a movement that supports women-led businesses."

She concluded: "Consumers have the power to drive change simply by choosing brands that share their values, and through this collaboration, we’re able to make that choice easier and more impactful."