Iceland has revealed the launch of a new rapid grocery delivery service ahead of the Christmas trading period.

Its new Rapid Online Delivery service has initially gone live across 17 London stores, with a wider rollout across the capital planned from 19 October.

Iceland will then expand the service into cities including Manchester, Birmingham and Liverpool from 26 October, with plans to make it available from more than 200 stores before Christmas.

Customers can place orders through Iceland’s website or app, promising delivery within an hour and some orders potentially arriving in as little as 30 minutes.

Iceland is offering free delivery on Rapid orders during the launch period to encourage shoppers to try the service.

An Iceland spokesperson said: “We understand that food plans can change at the drop of a hat.

“Whether it’s forgotten essentials for dinner, snacks for the kids’ packed lunches, or a craving you have to satisfy, shoppers can order with confidence knowing they can get what they need delivered at speed.

“That’s why we’ve launched our Rapid Online Delivery service, offering customers delivery within an hour.”

Rapid orders are picked and packed by participating Iceland stores and handed to third-party delivery partners, with shoppers able to track their order after dispatch. Iceland said the service carries a £15 minimum spend, while the range excludes some large or bulky products.

The launch bolsters Iceland’s existing online grocery operation, which includes nationwide next-day delivery, free on orders worth £40 or more.

Earlier this year, Iceland also expanded its partnership with Amazon, extending grocery availability through the ecommerce giant into Belfast, Cardiff, Edinburgh and Nottingham.

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