Ocado is expanding into new, valuable categories to leverage its current customer base and technical expertise. After launching its first ‘non-food’ brand, Fetch, the business identified kitchen and diningware as another complementary category to its core grocery offer.

This new brand would have to work as part of a long-term strategy for Ocado’s non-food portfolio – as well as compete with some of the nation’s best-loved brands.


While many competing kitchenware brands appealed to Ocado customers, none shared its combination of service, quality, technology and convenience. The majority focused upon pushing product ­– whether value or high-end.

We created Sizzle to disrupt this. Like Ocado, it’s a customer champion – designed to tap into the need for a service-led specialist. Ignoring the sterile room shots favoured by competitors, we built a more human brand around real insights into family living. The result puts the kitchen firmly back at the heart of the home.

Photography by Joanna Henderson


Sizzle launched at the start of September 2014. It’s another important step for the future of Ocado, building long-term shareholder value by broadening their non-food offer.

Alongside Fetch, it will help extend Ocado’s overall reach, giving both new and existing customers more choice and a smarter way to shop.

Brand positioning | Brand strategy | Naming | Brand identity | Tone of voice | Packaging design

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