The online retailer, which recently listed on the stock market to great fanfare, is planning to start with around 200 own-label lines.
Currently, Ocado has a deal with Waitrose to sell its goods, which prevents commercial partnerships with other supermarkets.
The own-label products will run across lamb, chicken, ham and cheese products. They will be priced against own-label products from rival supermarkets, including Tesco.
It will be a standard range, not budget or premium.
The move follows Ocado's recent digital marketing drive, as it looks to deflect some of the negative criticism around its flotation.
It has also recently appointed its first head of marketing in some two and a half years. , as part of a marketing overhaul that includes working with digital agency Rocketer.
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