Slingshot, a new shopping platform that enables consumers to add products to their online basket from any marketing activity, has officially launched following a period of beta testing.

To use the service, brands add the Slingshot icon or QR code onto any online or offline marketing material. Consumers can then click or scan to send a corresponding product straight to their shopping basket at participating online retailers Tesco, Sainsbury's, Waitrose and Ocado.

The UK start-up claims to have ‘slung’ more than 10,000 items to shopping baskets whilst in development testing and boasts Danone and PepsiCo as some of its early clients.

Brands such as Kellogg's, Stella Artois, Activia, John West & Innocent Drinks are also trialling the service, said the firm.

Mitch Vidler, co-founder of Slingshot, commented; “Online shopping is meant to be fun and intuitive, but we felt that many consumers were not yet getting the kind of experience that they expected from the web. We are proud of the success Slingshot has achieved thus far, and are even more excited about its future development and the potential it has to change online shopping.

“With this service Slingshot aims to bring retailers, consumers and brands together in a way that has never been seen before.”

The service is free for brands and consumers to use.