British supermarket chain Asda has partnered with online food delivery company Deliveroo to offer rapid on-demand grocery delivery services in the UK.

The service will initially be available at 15 Asda stores across Wakefield, Leeds and Manchester from this month.

Customers can order from more than 2,400 products, ranging from plasters to birthday cakes, through the Deliveroo mobile app.

They can also purchase from a range of everyday products, such as tea bags, breakfast cereal and frozen peas, which have been price-matched.

Orders will be delivered by Deliveroo’s network of riders in a minimum of 30 minutes.

Asda e-commerce senior vice-president Simon Gregg said: “We want to create more opportunities to conveniently shop favourite Asda products and offer the broadest range of delivery options of any grocer, giving customers the flexibility to choose how and when they shop with us.

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By GlobalData

“Our partnership with Deliveroo will extend this further, as Asda customers across the UK will soon be able to get products delivered in as little as 30 minutes.”

The two companies plan to expand their partnership to 300 Asda stores by the end of the year to increase the number of delivery options.

Deliveroo UK and Ireland grocery director Georgie Williams said: “Asda offers great value for money and we’re delighted that Deliveroo customers can shop from a huge range of products, bringing even more choice to families and households across the UK. All delivered to your door in minutes.”

In March this year, Asda partnered with same-day grocery delivery provider buymie to trial a one-hour personal grocery shopper service in the UK.

The service was originally launched for customers in Leeds and Bristol, covering Asda’s full online range of products.

In the same month, Deliveroo and British high street retailer WHSmith began trialling rapid deliveries in the UK, fulfilling orders within a minimum of 20 minutes.