The online delivery group hopes to persuade consumers of the benefits of
online shopping with the cheaper goods, which include Waitrose=branded olive oil, cheddar and coffee.
The move is the latest initiative to convince customers its prices are competitive. The company already price-matches Tesco on branded goods.
Ocado was launched in partnership with Waitrose in January 2002 and its service is available to 13.5 million households across the South.
Despite the downturn its grocery partner - Waitrose - is forging ahead with new store openings, with its latest store opened yesterday in Bridport, Dorset.
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