Tesco has launched a one-hour grocery delivery service to customers in central London today.
The service is priced at £7.99 with no minimum spend on each order.
Customers can order up to 20 items from a range of 1,000 products – including fresh fruit and vegetables, meat, dairy, and baby and beauty products – via the Tesco Now app.
Orders will be sourced through a local store and delivered to customers via moped within 60 minutes. However, the service will be available in only some central London postcodes from 8am until 11pm on weekdays and 9am until 11pm at weekends.
Adrian Letts, online managing director at Tesco, said:
“From forgotten essentials to that crucial final ingredient, Tesco Now can get them to our customers' door within the hour.
"Shoppers' needs are changing and we want to offer a range of services that allow them to shop with us in a way that suits their needs. We look forward to hearing what they think of the new service.”
Tesco's new service is the retailer's answer to Amazon Prime.
Hugh Fletcher, global head of consultancy and innovation at retail consultancy Salmon, said: "The move is clearly designed to counter Amazon’s Prime Now service, who, as well as buying Whole Foods earlier this month, has threatened to seriously dent the popularity of the big grocery stores in the country.
"Retailers should take a leaf out of Tesco’s book here; with customers becoming more loyal to a service than a brand – and convenience playing a huge part in how we, as consumers, shop – retailers can’t afford to remain paralysed.
"Amazon has always been looking longer term than most other brands in the world, and their continued venture into grocery, baby care, live events and Video on Demand only proves that they are intent on sewing up every industry in sight and providing the quickest service doing so. If you can match Amazon’s quality and delivery service, you are certainly one step further up the ladder than most.”