Asda has joined forces with Uber Eats to offer a rapid service delivering groceries in as little as 30 minutes.
The trial, which launches this week from stores in Leeds and Birmingham, gives customers a choice of more than 300 Asda own-brand products and branded staple lines for speedy delivery, including ready meals, fresh fruit and vegetables and beer, wine and spirits.
Asda is the first supermarket in the UK to strike a deal with Uber Eats, but it joins a range of retailers partnering with home delivery apps to offer a service, with Aldi, Co-op, Morrisons and M&S all working with Deliveroo.
Uber Eats already partners with Carrefour in France.
Asda customers can order their shopping on the app, with no minimum basket size. It is then picked in store by staff before being collected and delivered by an Uber Eats courier.
If the trial is successful, the partnership could be extended to more Asda stores later this year.
“This will give Asda customers more choice in how they shop with us and offer yet another way to quickly and conveniently get their favourite branded and own-brand products delivered to the doorstep,” said Simon Gregg, VP of online grocery at Asda.
“Customers can use the Uber Eats app to select from hundreds of items for delivery in the same way they would shop for a takeaway.”
Uber Eats general manager Toussaint Wattinne said: “I am delighted to be partnering with Asda for our first major grocery partnership in the UK.
“Uber Eats is looking forward to making sure customers can quickly and conveniently order groceries and treats, and I know this partnership will offer even more choices for customers using the Uber Eats app.”
Toussaint Wattinne will be a panellist on The Grocer’s webinar Building Better Online Grocery on 16 July. To watch it, register for free here.