Waitrose has announced it is expanding its on-demand grocery trial with Deliveroo to 25 new shops across the UK following strong demand.
The original trial launched in September in five stores and by 20 October it will be available in a further 25 locations, taking the total to 45. This will include shops in Winchester, Hereford, Brighton, Glasgow and Solihull.
Some 3.1 million households across the UK will now be able to order from Waitrose on Deliveroo, with some deliveries made in less than 30 minutes.
Waitrose said its Deliveroo pilot is proving hugely popular, with sales from the original five shops growing continually since the launch. Half of orders were made by repeat customers.
The extended trial is expected to continue until the end of November in order to understand the potential for future growth.
The retailer has also added an additional 150 products, including a wider range of ready meals and health and beauty lines, to the Deliveroo menu, taking the total number of available products to more than 649.
Lemons, avocados and strawberries have been the most popular items to date.
Sign up for Takealytics to receive the latest market trends.