Gopuff has launched a new section on its mobile app called ‘Morrisons Corner’ where users are able to purchase own-label Morrisons products.
The rapid delivery service has been working with the supermarket chain since March last year, offering customers a wide range of competitively priced items.
According to a report from The Grocer, the partnership has seen Morrisons handle “the manufacturing, wholesaling and retailing” while Gopuff “has control of the end-to-end delivery supply chain”.
In March last year, Gopuff started competing with other convenience and delivery rivals, such as by price matching or beating Tesco Express on over 200 selected products.
Morrisons has been a large player in the rapid grocery market, as in 2021 it partnered with Deliveroo to launch the first dark store for its delivery service, Deliveroo Hop.
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The supermarket was also a partner on Deliveroo’s first physical grocery store in London, which opened in October and was then consequently expanded in March.
Initially Gopuff said the in-app feature offered hundreds of items “that price match to those in a Morrisons’ retail location”.
However, after closer scrutiny by The Grocer, a Gopuff spokeswoman clarified: “It is not designed to be a price beat mechanism – in fact, we are not beating Morrisons in price at all.”
The new ‘Morrisons Corner’ is designed to offer a “value alternative to many need-states for customers who are not fussed about shopping branded goods,” they said.
The food delivery company also launched a London-based distribution centre with Wincanton in December last year.
