Iceland has become the latest grocer to expand its partnership with Uber Eats as the delivery service continues its expansion into retail.
Iceland has now expanded its Uber Eats partnership outside of London for the first time, while significantly expanding its reach within the city offering 20-minute delivery from a total of 20 stores, The Grocer reported.
Uber Eats first partnered with Iceland in September last year offering customers in Hackney, London, rapid delivery on 250 Iceland products.
The frozen food giant then expanded the trial to a further two London stores in Kentish Town and Caledonian Road in January this year.
“This latest trial extension is just one example of how we are innovating our delivery service, offering enhanced convenience to our customers in partnership with Uber Eats,” an Iceland spokeswoman said.
“We are looking forward to seeing the results of the trial and taking these forward to ensure we continue to meet customer demand and provide the best possible experience through our delivery service.”
This marks the latest in a string of retail partnerships with Uber Eats, which announced last month it can now reach around 90 per cent of the UK after growing 150 per cent over the past year.
In February, Uber Eats announced a partnership with Hasbro, marking the first time a UK courier service has ventured into non-food.
Uber Eats launched the “Hasbro Toy Store” which delivered a selection of seven toys for delivery in under 30 minutes across parts of London and Manchester in a campaign to keep kids entertained during half term.
Since then it has expanded its partnership with Sainsbury’s to over 100 UK stores and last week announced a tie-up with makeup brand Estée Lauder.