Ocado has become the first UK supermarket to launch an application on the iPhone. Ocado on the Go users can shop for everything from food and drink to books and toys.

Unusually, because the application downloads details of Ocado’s entire range of over 18,000 products to the user’s device, the application can be used both online and offline, with an iPhone or with an iPod Touch. Customers are able to organise their shopping and fill their basket offline, with the order being processed automatically the next time an internet connection is made.

“We’re delighted to be the first UK supermarket on the iPhone; this is grocery shopping 2.0 and it’ll offer a huge, huge benefit to many of our busy customers,” says Jason Gissing, co-founder of Ocado. “We like to think we’re making world class service and superb value more accessible than ever — customers will never be more than a pocket away from great Tesco Price Matches and our Internet Only Price guarantee to offer Waitrose goods cheaper at Ocado than in store.”

“This is only the first step of a journey that will eventually see Ocado available on several digital platforms,” he added.

Readers with an iPhone or an iPod Touch can download the application from Apple’s App Store.

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