Brits get back to basics, eating like Gwyneth, Ange, Jen and the cavemen

• Paleo diet-friendly products delivered in handy one-hour slots
• Inspiring recipes and simple, tasty meal ideas
• One-stop online Paleo shop at: www.ocado.com/Paleo

6th June, 2014: Ocado, the online supermarket, has noticed a rise in Brits adopting the Paleo or ‘caveman’ diet, with sales of grass-fed meat up 73% YOY. Searches for unadulterated fish like organic salmon are up 58%; even the humble onion is in demand if it’s organic, with searches up 86% the last four weeks. To cater for demand, Ocado created a one-stop Paleo shop (www.ocado.com/Paleo), making it convenient for enthusiasts to get clean living essentials delivered to their kitchen table in handy one-hour slots.

Followed by celebrities and athletes such as Gwyneth Paltrow, Jason Statham, Angelina Jolie, Jennifer Aniston and Freddie Flintoff, the Paleo diet is a modern nutritional plan based on the diet of Palaeolithic humans (cavemen). It’s ‘eating clean’ or consuming unprocessed foods and consists mainly of fish, grass-fed meat, organic eggs, vegetables, fruit, and nuts.

More than just weight-loss, the premise of Paleo is that human genetics have barely changed since the end of the Paleolithic era, when cereals and grains first appeared in our diets. By consuming foods we’re more adept at digesting, experts and enthusiasts report higher energy levels, increased defences against chronic illness and improved organ and heart health.

Ocado has partnered with Paleo expert Joy Skipper, author of new book The Paleo Diet Made Easy, to create the aisle so shoppers can browse for inspiring new recipe ideas and rest assured that all of their choices adhered to Paleo nutritional guidelines.

Joy Skipper said: “Switching to the Paleo way of eating is very simple and once you start to cut out the foods your body finds hard to recognise, you will hopefully feel vitality and energy so you won’t want to go back to the way you were eating before. Ocado’s Paleo aisle is the perfect place to shop – all your Paleo essentials all in one place. With one-hour delivery slots, there’s no need to wait in all day to have your Paleo foods delivered – enjoy your day and know that great food is on its way to you, when you choose.”

Browse the new aisle now: www.ocado.com/Paleo

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For more information, images and interview requests, or to try the paleo diet, please contact the Ocado press office:

M&C Saatchi PR / ocado@mcsaatchi.com / 0207 544 3600