The multi-year partnership brings Morrisons' great quality fresh food, own-brand and branded products to Gopuff's platform offering fast and reliable delivery service.

David Potts, Chief Executive, Morrisons said: “Gopuff is an acknowledged leader and innovator in rapid delivery and this partnership will enable us to deliver a very strong range of Morrisons fresh food and customer favourites to front doors across the UK in a matter of minutes.” 

The Gopuff and Morrisons partnership is built on a shared commitment to providing an unmatched customer experience and a mutual focus on delivering a truly local proposition. As well as offering nationally known brands, Gopuff customers will now have access to locally loved products and brands Morrisons’ carries, such as Henderson's Relish in Sheffield, Seabrook Crisps in the North and Sheldon's Oven Bottom Muffins in Lancashire – in addition to the many local brands Gopuff currently offers.  

Yakir Gola, co-founder and co-CEO, Gopuff said: “Morrisons’ product offering, sustained focus on supporting local producers and suppliers, as well as their relentless commitment to the customer, made this an ideal partnership for Gopuff. As we continue to expand Gopuff’s presence and product offering across the UK, we’re proud to partner with one of the largest and most beloved brands in the market. Morrisons can now meet their loyal customers where they are, and we look forward to bringing local Gopuff customers access to more of the products they love.”

Because of their owned models, Gopuff and Morrisons have the ability to customise and adapt to evolving customer needs quickly and strategically. Gopuff has control of the end-to-end delivery supply chain and Morrisons controls the manufacturing, wholesaling and retailing. Together, the two companies are able to deliver a tailored, localised offering to customers across the country while continuously evolving to meet the latest consumer trends and needs.

The partnership follows a period of sustained growth for the instant commerce pioneer across Europe, where it officially launched in the UK last November (its first international market outside of the US) and France earlier this month. In the UK, Gopuff has already accumulated 40% category share since launch, according to YipitData. Gopuff recently appointed Bryan Batista as SVP International, to support its rapid international growth. 

Both Gopuff and Morrisons donate excess food to Too Good To Go, which lets consumers directly buy and collect food that would otherwise go to waste - at a great price - via an app. 

Gopuff currently serves customers in more than 20 cities in the UK.