Deliveroo is set to enter the rapid grocery delivery space with its ‘Deliveroo Hop’ service, delivered in partnership with Morrisons.

The company said the new service will allow customers in Vauxhall and Battersea in Southwest London to receive groceries in under 15 minutes.

The news comes as competitors to Deliveroo in the rapid grocery delivery space, such as Getir, Gorillas, and Zapp, have all launched in the UK in the past year, backed by large venture capital rounds.

Deliveroo said its existing fleet of drivers will fulfil the deliveries for the new service from the company’s Vauxhall warehouse.

Hop will offer a range of 2,000 items, such as ready meals and snacks, fresh meat, and fish and will complement Deliveroo’s existing grocery offer, which currently makes deliveries from around 4,600 grocery stores across the UK.

Delivery firms are continuing to pair up with major supermarkets for rapid delivery; Uber Eats announced last week that it is adding over 340 Shell forecourt stores across the UK to its platform.

Deliveroo are also partnering with other retailers as part of efforts to ramp up their offering.

Last week the firm announced a delivery partnership with Boots UK at 14 pilot stores across the UK, and earlier this month partnered with Amazon to offer free deliveries to Prime customers on certain orders.

The quick commerce channel – which delivers food and groceries to consumers in less than one hour and often sub-30 minutes – is predicted to grow to £3.3 billion in the UK alone.

The research, from analyst house IGD, found the market is currently worth £1.4 billion.

The rapid delivery grocery sector is developing quickly and is highly valued by customers,” said Morrisons chief executive David Potts. “The launch of Deliveroo Hop represents another key moment, enabling customers to choose from a wide selection of groceries from Morrisons and have them delivered by Deliveroo in as little as 10 minutes.”

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