// Iceland will triple the number stores from which customers can order rapid delivery groceries on Uber Eats to 300 from April
// Iceland first introduced the service in 2020, which is designed to make customers lives easier
Iceland will expand its rapid delivery tie up with Uber Eats to another 200 stores, taking the total to over 300.
The frozen foods retailer launched the service at its Hackney branch in 2020 before rolling it out across London.
From April, Iceland shoppers will be able to order more than 3,000 Iceland products on Uber Eats from an additional 200 stores for delivery in as little as 20 minutes, according to The Grocer.
Iceland trading director Andrew Staniland said: “Iceland is committed to delivering a wide range of everyday essentials as well as big brand products at great value.
“Finding solutions to make customers’ lives easier is key and this partnership does just that.”
Uber Eats general manager UK Matthew Price said: “This is another great stride in our quest to bring the high street to the nation’s doorstep.”
Speedy grocery delivery has been a big pandemic trend, however, some observers believed consumer demand for the service would diminish as normality resumed.
Just last month, Aldi revealed it was ending its rapid delivery service with Deliveroo to concentrate on its own click-and-collect service as shoppers returned to grocery stores in their droves over Christmas.
However, Iceland’s move suggests the frozen food specialists believes the consumer desire for grocery deliveries on demand is here to stay.
Many of the major supermarket groups have formed delivery partnerships with Uber Eats, Deliveroo and Just Eat. Deliveroo carries out speedy delivery for Waitrose, Morrisons, Co-op and Sainsbury’s, while Uber Eats works with Iceland, Asda and Sainsbury’s, and Just Eat has teamed up with Asda.