Just Eat Takeaway.com NV (LSE:JET, NASDAQ:GRUB) said it has teamed up with Iceland to “deliver rapid groceries” within 30 minutes.
Customers will have access to thousands of items from more than 200 Iceland stores via the Just Eat app, with an initial rollout in London, Manchester, Belfast and Leeds.
There are plans to roll out to more cities across the UK throughout 2023.
“Our partnership with Iceland is another big step in our grocery delivery journey in the UK, bringing even more convenient grocery options to our customers,” said Amy Heather, director of strategic accounts at Just Eat.
The company said it now supports over 30,000 grocery and convenience stores globally, including partnerships with Asda, Sainsbury’s and 7-Eleven.
Just Eat announced its deal with Sainsbury’s earlier this year, delivering some 3,000 items from 175 locations.
At the time, Heather said, “Just Eat’s grocery offering is going from strength to strength and continues to be an area of significant focus.”
Food delivery services experienced a boom during the pandemic as households were forced to eat in rather than out.
Just Eat’s share price peaked in October 2020 at 9,980p, but has since lost roughly 80% in value as eating out re-opened, which was followed by the cost-of-living crisis.
Moving into groceries has been a way for the likes of Just Eat, which started off as a takeaway delivery group, to stay competitive in the wake of the cost-of-living crisis as well as increased competition from instant services provided by Getir and Gorillas.