Deliveroo is launching a new white label solution, offering grocers and retailers an on-demand delivery service that operates through their own online channels.

Tesco Whoosh is the first user of the initiative, which is similar to the white label service that Deliveroo already operates for restaurant and takeaway deliveries.

The new service allows customers to select an on-demand delivery option through a partners’ website or app, at the checkout stage. Once an order is complete, customers will follow the partner’s post-order process to track their order.

All consumer communications and care are handled by the partner, with access to a self-serve tool for tracking the delivery status and assisting with customer enquiries. Meanwhile, Deliveroo will handle all rider care and will instruct them to deliver the order following the usual pick up and handover process. 

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Tesco is the first brand to partner with Deliveroo Express, as it trials Tesco Whoosh in Ireland for the first time. It will initially operate out of three stores, including Donnybrook, Spencer Dock, and Newmarket Yards, with plans to expand over the coming months.

Customers in a 4.5km radius of these stores will have access to more than 3,000 products, with the option to receive their orders in as little as 45 minutes.

Customers shopping with Tesco Whoosh in Ireland will now also see an “on-demand delivery” option at checkout. This service will be powered by Deliveroo, with customers being informed of this at checkout and on their receipt, while the supermarket giant oversees all customer communications.

Deliveroo VP of new verticals Suzy McClintock said: “The new white label service complements our existing offer, giving partners the ability to integrate our model into their own online channels and maintain autonomy over customer interaction, while leveraging our extensive rider network and logistics infrastructure to fulfill orders fast.

“We see significant growth potential in on-demand grocery and retail delivery, with speed and convenience no longer desirable but a basic consumer expectation. With more grocers and retailers entering on-demand, we are adeptly placed to support them in reaching more customers in less time.”