LONDON, U.K. - Aldi UK is introducing home delivery for the first time. This inaugural pilot for the discount chain is part of its new partnership with Deliveroo and hits the market just as grocery delivery is at its peak in consumer demand.

Because grocery delivery is very much in demand, both in the U.S., the U.K., and beyond, Aldi hasn’t debuted just any delivery service. The grocer announced that its new rapid delivery service—which touts delivery in as little as 30 minutes—will kick off at a Nottingham store before being expanded to seven stores across East Midlands in June.

If rapid delivery sounds familiar, it might be because Amazon also recently unveiled its Ultra Fast Fresh delivery service in the U.K. market at the beginning of April. Thus, Aldi’s latest move makes the grocery delivery market that much more competitive.

According to Reuters, the new grocery delivery service will allow shoppers access to over 150 Aldi products, including fresh produce and other fresh foods. Once selected by shoppers, Aldi staff will then pick and pack items in-store before Deliveroo’s network of riders delivers the goods directly to consumers.

As more grocery retailers in the States and across the pond launch first-ever operations to stay competitive in the grocery market, AndNowUKnow will continue to keep the fresh produce industry apprised of the latest.

Aldi UK