Morrisons Go Puff 672 (1) (1) (1) (1)

Source: Gopuff/Morrisons

Rapid grocer Gopuff has struck a multi-year supply deal with Morrisons.

From this week “thousands” of Morrisons grocery items will be available on the Gopuff platform, and supplied to its network of dark stores.

The “instant commerce platform” – which launched in the UK in November after acquiring local rapid players Fancy and Dija – has a network of more than 35 dark stores, delivering to customers “in as little as 15-20 minutes”.

As well as own-label Morrisons products, and national branded goods, the deal includes supplying “locally loved products” specific to different areas, Morrisons and Gopuff said. Among them are Henderson’s Relish in Sheffield, Seabrook Crisps in the north and Sheldon’s Oven Bottom Muffins in Lancashire.

“The partnership is built on a shared commitment to providing an unmatched customer experience and a mutual focus on delivering a truly local proposition,” a joint statement said.

“Because of their owned models, Gopuff and Morrisons have the ability to customise and adapt to evolving customer needs quickly and strategically,” the two companies said. “Gopuff has control of the end-to-end delivery supply chain and Morrisons controls the manufacturing, wholesaling and retailing.” 

Morrisons in September was named as partner of rival rapid grocery service Deliveroo Hop, supplying several of the Deliveroo rapid spin-off service’s London dark stores.

“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 Morrisons CEO David Potts.

Several major supermarkets are working with the emerging rapid grocery sector – sometimes referred to as instant needs or q-commerce.

In October, Tesco partnered with Gopuff rival Gorillas to offer customers Tesco products to their door within 10 minutes. Tesco and Gorillas are establishing “co-located physical warehouses” within five Tesco stores, from which deliveries will be fulfilled. Last month, Waitrose announced a trial with Deliveroo Hop, opening a dark store in Bermondsey to serve it.

Gopuff is available in more than 20 cities in the UK, with the company planning to take that number to 33 by summer.

“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,” said Gopuff co-founder and co-CEO Yakir Gola.

“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,” Gola added. “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.”