Superdrug has become the first health and beauty retailer to offer 24 hours a day, seven days a week delivery through the Just Eat UK platform.

Initially only available in London, from Brixton and Kingston locations, the service will feature more than 8,000 products to order. This will include baby care and medicine, as well as beauty and fragrance, for delivery in as little as 30 minutes.

The partnership plans to expand the 24/7 to Marble Arch by the end of the year, which currently offers delivery until 6am.

Extended delivery is also available from Superdrug stores in Manchester Piccadilly Gardens, Wakefield Trinity Walk, Denton Crown Point and Bolton Middlebrook.

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Caroline Bates, grocery and new verticals director at Just Eat UK, said: “Superdrug joined Just Eat exclusively last year and we’ve had great feedback from customers, with cosmetics, pain relief and skincare being some of our best-selling products.

“Offering rapid delivery for over 8,000 products day and night is the ultimate in convenience, helping make our customers’ lives just that little bit easier.”

Superdrug is not the only health and beauty retailer on the platform, with Boots also working with Just Eat for on-demand delivery. Grocers such as Waitrose, Sainsbury’s, Iceland and most recently Tesco have joined the rapid delivery ecosystem.

Just Eat is working to build its brand portfolio beyond takeaway restaurants and is also looking to enhance the user experience.

Earlier the year, Just Eat announced a What’sApp ordering pilot. The new service allows users to chat with an AI assistant inside WhatsApp to discover restaurants, retailers and products, before being directed to the Just Eat app for the final secure payment step.