Online grocery retailer has partnered with Planet Organic to steal a march on Amazon Fresh, which is still awaiting its much-hyped launch. 

The strategic partnership, which officially launched on Monday, will allow Hubbub to expand its delivery capacity to everyone within the M25 by early next year. Hubbub told The Grocer the collaboration would create new business for Planet Organic equivalent to an extra store while giving Hubbub access to a further 5,000 SKUs, including big-name brands.

Hubbub offers same-day delivery on 15,000 products from independent retailers in London sold for the same price as in store. Planet Organic operates seven stores within Greater London offering a wide range of fresh and ambient organic groceries.

According to Planet Organic’s most recent available accounts on Companies House for the year ending August 2014 when it had six stores, total turnover for the business was just over £20m with pre-tax profits of £389,048. 

“I’ve always admired Planet Organic’s innovative sourcing of the best organic food,” said Hubbub founder Marisa Leaf. “Now I’m excited about what we can achieve together. Having grown three times over in the last year, this deal will be a giant win-win for the whole Hubbub network, bringing benefits to our existing customers and shops alike, and is a tremendous vote of confidence in Hubbub’s growth strategy.”

The businesses said they were hoping to fill a gap in the market for chilled, organic deliveries with the launch of Amazon Fresh delayed until sometime next year.

“As a pioneer in the market, not only for delicious and healthy organic food but also free-from dietary needs, Planet Organic has long filled a gap not served by supermarkets,” said Planet Organic CEO Peter Marsh. “Through our partnership with Hubbub our home delivery service is now also second to none.”