Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
What are the key differences between getting listed on Ocado versus Waitrose, and what should I expect in terms of volume, costs, and online competition?
**Volume:** Ocado typically delivers around 1/10th the volume of Waitrose at full distribution, making Waitrose the significantly larger opportunity for most brands. **Joint Business Plans (JBPs):** Both retailers require JBPs for at least the first few months of stocking. These outline your investment in marketing support, PR, and social media activity, and cover promotional spend and margin maintenance. **Online Competition:** Both retailers bid on your brand terms in Google search auctions, which can drive up your PPC costs. This is particularly worth monitoring if you're primarily D2C—retailers like Ocado, Waitrose, and others (including Holland & Barrett, NOTHS) may compete with you for branded keywords, with the competitive landscape changing weekly. Members report this varies in impact; some haven't noticed significant problems while others track weekly changes in auction participation. **Caveats:** The discussion suggests online bidding behaviour is inconsistent and worth monitoring directly via PPC reports rather than assuming it will be a major issue. Specific discount structures and "pay-to-play" costs weren't detailed in the community feedback.
What are the main wholesalers or distribution services that can get products into Ocado, aside from Bibendum?
Members currently use two main alternatives to Bibendum for Ocado distribution: - **PW Gates** — offers pallet consolidation services and has a direct relationship with Ocado, managing their parcel consolidation and fulfilment. Visit pwgates.co.uk for details. - **Tortuga** — members recommend reaching out to them as another option for Ocado distribution support. Both services handle the logistics of getting products into Ocado's system, so exploring both may give you options depending on your volume and requirements.
What documentation and procedures do retailers like Ocado require for product recalls and compliance?
Ocado requires suppliers to submit a recall procedure document as part of their compliance requirements. Members report that this is a standard request when listing products with the retailer. **Getting a template:** The community's approach has been to either write one up internally or request it from your distributor—several members have shared their own templates via DM when asked. If you don't have one prepared, it's worth asking your distributor or Ocado directly whether they have a standard template, as this can save time. **What members did:** One member shared that they wrote their own recall procedure document and it was accepted by Ocado, suggesting the retailer is flexible on format as long as the document demonstrates you have a clear recall process in place. **Caveat:** The excerpts don't detail the specific contents required in a recall procedure document (e.g. escalation chains, timelines, communication protocols), so you may need to request an example from Ocado or an existing supplier to understand their exact expectations.
What are the costs and alternatives for Ocado Brandbank listing requirements?
Ocado requires product data to be uploaded via **Brandbank**, which is owned by Nielsen IQ. The platform charges per SKU for listing and data management. **Costs and negotiation:** - Standard rate is approximately **£128 per SKU**, though members have received renewal quotes significantly higher (up to £1500 reported) - Members report this varies and recommend querying your account manager if the quote seems disproportionate to your SKU count - Nielsen IQ (the owners) are noted as aggressive on payment collection **Alternatives and workarounds:** - No confirmed way to bypass Brandbank entirely for Ocado listings has been identified by members - However, members recommend challenging unexpectedly high quotes directly with your Ocado account manager, as costs should scale with SKU volume - Several members noted frustration that they had already completed all product work (images, copy, story) themselves, only to pay Brandbank for uploading it — suggesting the service may feel expensive relative to actual value added **Caveat:** While members universally acknowledge Brandbank is mandatory for Ocado, and some have successfully negotiated or questioned their specific quotes, there is no known alternative platform or method to list on Ocado without using it.