Online supermarket Ocado has launched what it claims is the “largest Best of British aisle” in UK grocery retail, following a campaign by MPs.

Ocado delivery vans

 In a recent survey, Ocado found “growing public demand for British produce” with online searches up by 77%

The retailer said the new digital aisle will feature more than 800 products from UK farmers, after a campaign by Conservative MP Luke Evans gained signatures from over 100 MPs.

The grocer said that its Best of British aisle exclusively features products that have been grown and produced locally – ranging from shiitake mushrooms and sweetcorn to steak and kefir.

The aisle features products from Ocado’s own range, M&S food and wine, produce from vertical farm supplier Jones Food Company and Tom Parker Creamery.

It comes as Ocado said that a survey of 2,000 consumers that it commissioned with Savanta showed “growing public demand for British produce”, while its internal data reported 87% of customers consider it important to support UK farmers.

Ocado said that searches for UK produce on its website are up 77% year on year.

Chief commercial officer at Ocado Retail Amit Chitnis said: “Our Best of British aisle comes in response to rising demand from our customers for more homegrown produce.

“Where we can, we will always try to source locally as our first choice whenever possible. So, we’re proud to have gathered a range of over 800 quality products that are British, all year round, in an easy-to-shop aisle on the website spanning fruit, vegetables, meat, eggs and dairy.”