Pricey Ocado is going to be crushed by Aldi and Lidl

In the food delivery game, timing is everything.

So hats off to Ocado for pressing the button on yet another blockbuster cash call at precisely

the moment that most people seem likely to cancel their online grocery subscription.

In a world where the cost of living squeeze is now front and centre of everyone’s minds

families still going to be forking out for the privilege of having their weekly shop brought to their doorstep

With British consumers facing the steepest increase in food bills in 13 years, it seems highly improbable.

Far more likely is that German discount kings Aldi and Lidl will continue to gobble up market share

as households downgrade to cheaper items in a desperate bid to save money.

However, Ocado has gone cap in hand to shareholders for the umpteenth time