Waitrose has announced plans to extend on-demand grocery delivery time over the next four weeks of the football World Cup to support fans.

The retailer launched an expanded delivery window to meet consumer demand following late-night and early morning matches.

Most of the participating stores will now operate until midnight depending on the location, with some running 24/7.

The extended times will be available at over 50 Waitrose stores nationwide, including England and Scotland, which will allow shoppers to access fresh food and snacks throughout the night.

This follows increased demand, with orders during England’s first game against Croatia last week increasing by 17 per cent.

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Additionally, the retailer’s website has experienced a rise in searches for items including football cake and World Cup crisps, surging by 210 per cent and 1,400 per cent, respectively.

Laura Burbedge, director of online for Waitrose, said:  “Whether you’re glued to the screen for a midnight thriller, need a snack to sustain you through a penalty shoot-out or are up with the lark for a pre-dawn kick-off, footy fans will have everything they need at hand.

“We’re making sure that whether you need a half-time pizza or a full breakfast spread to celebrate the final whistle, our delivery partners are on hand to keep your fridge stocked throughout the tournament.”

The slots will be available through the supermarket’s partnerships with delivery platforms including Deliveroo, Uber Eats and Just Eat.

Waitrose plans to expand the service if it is successful among consumers.