Online retailer Ocado is to introduce fresh fruit and vegetables to its new discounted Everyday range in the New Year.

The discount range will offer products at a cheaper price point than parent supermarket Waitrose's own-label goods.

The 21-item range includes products from suppliers such as Dovecote, Moy Park and St Ivel.

The range represents the first time Ocado has launched goods that are separate to the traditional Waitrose offering.

The range will include meat, ready meals and dairy products initially and extend into fresh fruit and vegetables in the New Year.

The range will not bear a unified design or logo and suppliers will be responsible for maintaining the packaging of their own items.

In March Ocado vowed to match prices with Tesco on 3,500 branded products from Pampers to Coca-Cola in an effort to attract thousands more customers.

Jason Gissing, Ocado co-founder, said: "In March we were quick to spot the early signs of recession. Our new Everyday range improves that value further still, providing customers with greater choice and control when shopping with us. It's all about making the online shopping experience even more varied and convenient.

"Over the past 12 months, in response to customer comments, Ocado has enhanced its price proposition, product range and policies on explaining the shelf life of products purchased,” he said.