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Brief Published: 27 Sep 2011

Ocado Launches Lifestyle Magazine


British online grocer Ocado is launching a new quarterly consumer magazine that moves away from the stereotypical branded recipe content favoured by supermarket giants.

Delivered free to customers, Ocado Life focuses on content that readers can engage with and things they can do with the time saved by shopping online with Ocado. The debut cover professes to be able to “make you change” such aspects of your life as your wardrobe, your manners and your to-do list, with contributors to the first issue including philosopher Alain de Botton and environmental author Lucy Siegle.

“The time we save customers shopping for our food will hopefully now be spent reading interesting, inspiring features and trying different things in their lives,” says Ocado co-founder Jason Gissing.

If the magazine’s advertising content (Quintessentially, Condé Nast and Net-a-Porter) is anything to go by, we can expect highbrow content with little focus on the brand’s products. It’s an interesting endeavour from a company struggling to be heard over online retail experiences from UK rivals Sainsbury’s and Tesco.