Supermarket giant Morrisons has launched its long-awaited online grocery website, with the first deliveries due to begin in January.
The Bradford-headquartered supermarket chain said it expects to be covering 50 per cent of the country by the beginning of 2015.
The company is initially launching deliveries in the Midlands on January 10 and said the service will be available in Yorkshire, namely the Leeds and Bradford areas, in February.
Dalton Philips, pictured, chief executive of Morrisons, said: “This fresh food offer will be the closest thing on the internet to being in a store and selecting food yourself. Customers do have concerns about buying fresh food online and today we believe we’ve come up with the answer.”
Key initiatives include one-hour delivery slots, texts to say the name and licence plate of the driver and the promise of low substitutions as goods will be sourced from depots rather than the closest store.
Customers can turn down fresh goods they don’t like the look of and receive a full refund and a voucher for the price of the goods.
Morrisons announced its tie-up with online delivery partner Ocado earlier this year.