Ocado Has Freshest Online Groceries, Says Which?


In a recent investigation conducted by consumer research company Which?, it was found that Ocado offers the longest average shelf life for groceries among six major UK retailers. With an average shelf life of over 11 days, Ocado topped the list. The study involved ordering 1,800 items from retailers including Asda, Morrisons, Ocado, Sainsbury’s, Tesco, and Waitrose. Researchers calculated the time remaining from delivery until midnight on the use-by date of each item to determine the average shelf life.

Sainsbury’s had the shortest average shelf life at 9.7 days, and one shopper even received chilled frankfurters that were already 11 days past their use-by date. However, Sainsbury’s also delivered a stilton cheese with the longest shelf life among the tested products, which could be consumed within the next 37 days.

The investigation revealed a 38-hour gap between the longest and shortest average shelf life for perishable items. Sainsbury’s attributed the discrepancies to a small number of cases and assured that their online shoppers are trained to select the longest date and best available products. Customers dissatisfied with freshness or quality can request a refund or contact the customer careline for assistance.

Ocado credited its “clever technology” and shorter supply chain for minimizing waste and increasing freshness. By using advanced forecasting and efficient inventory management, Ocado ensures that products are not left sitting on shelves for extended periods.

It is important for customers to be cautious when it comes to food safety. Even if a product appears fine, consuming items that have passed their use-by dates can be risky. Ele Clark, retail editor for Which?, advised customers to complain to the driver or contact the supermarket for a refund if they are unsatisfied with their grocery delivery.

The report comes at a time when grocery price inflation has dropped for the third consecutive month, reaching the lowest level since 2022, according to data from Kantar.

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