Ocado is rolling out a new ‘Food Profile’ feature allowing customers to shop based on their specific dietary needs.
The online grocer is introducing the new feature to its platform this week to a select number of customers, before expanding it next week.
Using technology developed by Foodmeastro, shoppers will be able to create their own personalised food profile from a list of 15 allergies and intolerances.
These include everything from tree nut, to sulphites and egg, flagging products which contain any of these ingredients for customers as they shop on Ocado’s platform.
When customers hover over the product flags, they will be able to access more detailed information about why that product has triggered a flag, Ocado said.
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Ocado added that some products, including alcohol, baby food, pet food and medicine are excluded from its Food Profiles, and has urged customers to always read the label before consuming.
“We are confident that this feature will save customers time whilst shopping online and give them confidence to try new products,” Ocado’s chief customer officer Laura Harricks said.
“The launch of Food Profiles demonstrates our continued commitment to making Ocado the best place to shop.”
Foodmeastro’s technology is also currently used by Asda and Sainsbury’s on their ecommerce sites.