Iceland Foods has partnered with Deliveroo, in the latest expansion of its rapid delivery offer.
The service will launch at an initial 53 Iceland sites this week, before being expanded to 800 Iceland and Food Warehouse stores across the UK by the end of October.
More than 3,000 Iceland products will be available for delivery in as little as 25 minutes. It includes Iceland’s full core ranges of essentials, frozen and fresh groceries, as well as exclusive products from its branded tie-ups with the likes of TGI Fridays, Greggs and Myprotein.
The expansion adds to Iceland’s existing rapid delivery partnerships with Just Eat and Uber Eats. The supermarket also offers next day and same day delivery through its own extensive store-to-door delivery network, as well as for Amazon Prime customers in Manchester and London through its third-party deal with Amazon.
“We’re dedicated to making sure our customers can enjoy our innovative, value-driven range of products, no matter where they are,” said Justin Addison, Iceland Foods international and partnerships director.
“This past year has been a real moment of growth for Iceland and The Food Warehouse, and we’re thrilled to add Deliveroo to our list of partners. More customers across the UK will now be able to easily access their favourite Iceland products from the comfort of their own homes.”
Like other supermarkets, Iceland ramped up its ecommerce infrastructure during the covid-19 pandemic. Over the past 18 months, it has made significant progress with a programme of strategic investment to consolidate its delivery network, reducing the number of stores that handle orders, while at the same time increasing the number of deliveries.
Iceland’s online business had seen “consistent growth throughout the year” as a result of the investment alongside a broader marketing push, the supermarket said in its latest full year results. It did not provide final growth figures.
Read more: How has Iceland driven growth and can it keep going?
It is the latest major supermarket partner with Deliveroo, which also delivers for Asda, Morrisons, Co-op, Sainsbury’s and Waitrose, as well as a number of convenience players.
“We’re delighted to announce our partnership with Iceland, bringing thousands of fantastic products to customers across the UK in as little as 25 minutes,” said Suzy McClintock, Deliveroo VP of new verticals.
“As demand for convenient grocery delivery grows, this partnership means even more households can access their Iceland favourites quickly and easily via our app, including thousands of great value products.”
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