Uber Eats, the food delivery branch of Uber Technologies Inc (NYSE:UBER) has teamed up with Iceland to offer a new instant grocery delivery service across London.
Called ‘Uber Eats Markets’, the venture will use the US firm's technology and delivery network to deliver goods from the frozen grocery chain’s stores in around 20 minutes, according to the Retail Gazette.
The first locations to trial the new venture will be South Bank, Poplar and Walworth Road, with over 1,000 branded and unbranded products available via the app.
Last week, Uber Eats confirmed a similar partnership with Boots, providing delivery services across 14 of its stores in the UK, while it teamed up with Tesco and Co-op earlier this year.
Rival Deliveroo PLC (LSE:ROO) has relationships with Co-op, Morrisons, Waitrose, Sainsbury's, Majestic Wines, Nisa, One Stop, Whole Foods and both BP and Shell forecourts.
Uber Eats’ head of commerce, Alex Troughton, said the trial with Iceland is about making its delivery network the “partner of choice for retailers.”
Uber and Deliveroo expanded into grocery deliveries during the pandemic amid the emergence of instant delivery services such as Getir and Gorillas.