Morrisons has signed a multi-year deal with instant commerce platform, Gopuff.
It means that the Bradford-based supermarket should have food and grocery items for delivery in up to 20 minutes.
“Gopuff is an acknowledged leader and innovator in rapid delivery and this partnership will enable us to deliver a very strong range of Morrisons fresh food and customer favourites to front doors across the UK in a matter of minutes,” said David Potts, Chief Executive, Morrisons.
It comes following a massive year of growth for Gopuff, which says it has captured more than 75% of the market share in the Instant Needs category in the US.
Last summer, the Philadelphia group secured $1bn in new funding and grew its reach in the UK, where it now operates in more than 20 cities, with a 40% category share.
“Morrisons’ product offering, sustained focus on supporting local producers and suppliers, as well as their relentless commitment to the customer, made this an ideal partnership for Gopuff,” explained Yakir Gola, co-founder and co-CEO, Gopuff.
“As we continue to expand Gopuff’s presence and product offering across the UK, we’re proud to partner with one of the largest and most beloved brands in the market. Morrisons can now meet their loyal customers where they are, and we look forward to bringing local Gopuff customers access to more of the products they love.”
Both companies donate excess food to Too Good To Go, which lets consumers directly buy and collect food that would otherwise go to waste.