Independent parcel carrier Yodel and online flower retailer Nova Blooms have partnered as the florist begins its first step into the food delivery market.

The partnership, which launched during the COVID-19 lockdown, allows customers to select the contents in their box to include locally grown fruit and veg to fresh pasta and artisan bread.

Having increased from 10 orders per day when the service launched in April, Nova Bloom said the growth is largely in response to a desire from customers to find alternatives to supermarkets for their groceries, at a time when many were self-isolating.

The expansion comes as a recent report from Kantar shows online sales accounted for 10.2 per cent of overall grocery in the 12 weeks to 19 April as consumers settled into lockdown, versus 7.4 per cent for the previous month.

Customers ordering a Nova Blooms food delivery box will have access to Yodel’s Xpect service, which provides customers with regular updates on their food box, including a two-hour window for delivery on the morning that it is due.

Sam Holden, chief commercial officer at Yodel, commented: “Independent food delivery services have been one of the success stories in retail as consumers look for reliable, convenient ways to get their desired produce.

“We’ve been working with Nova Blooms to deliver their flowers since December 2019, and we’re looking forward to being able to continue the partnership in the future.”

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