Asda aims to offer on-demand grocery deliveries from 300 shops by the end of the year, through a partnership with Deliveroo.
Customers shopping via the Deliveroo app will be able to choose from a range of more than 2,400 price matched Asda products, from tea bags and milk to birthday cake, for delivery in as little as 30 minutes.
The service starts this month in 15 branches of Asda, including Wakefield, Leeds and Manchester, before expanding further throughout the year.
Simon Gregg, senior vice president of ecommerce at Asda, says: “We want to create more opportunities to conveniently shop favourite Asda products and offer the broadest range of delivery options of any grocer, giving customers the flexibility to choose how and when they shop with us. Our partnership with Deliveroo will extend this further, as Asda customers across the UK will soon be able to get products delivered in as little as 30 minutes.”
Deliveroo says that teatime is the most popular time for its customers to place grocery orders. Top-up shops and items for meals are among the most frequently ordered items.
Georgie Williams, director of grocery, UK&I, at Deliveroo, says: “Asda offers great value for money and we’re delighted that Deliveroo customers can shop from a huge range of products, bringing even more choice to families and households across the UK. All delivered to your door in minutes.”
The news is an example of the fast expansion of fast delivery services in recent months, as retailers look to give customers more choice. The service has proved popular with the UK’s grocers, but is also available from health and beauty retailers, such as Boots and Lloyds Pharmacy, and from books, stationery and gift retailer WHSmith. Wavemaker research published in March suggested that at that point only around 9% of the UK population used fast delivery services, although it’s likely that proportion will grow with availability.
Asda is an Elite retailer in RXUK Top500 research.