Sainsbury's says it has added 70,000 more London postcodes to its catchment area, allowing it to reach over 1.7 million people. Customers in Barnet, Camden, City of London, Ealing, Hackney, Hammersmith & Fulham, Islington, Kensington & Chelsea, Lambeth, Southwark, Tower Hamlets and Westminster can now plug their postcode into either the iOS or Android app to order up to 25 items.

Like Amazon's Prime Now, Sainsbury's charges a flat fee for each delivery made. For £4.99, the supermarket will deploy a motorcycle or bicycle rider, similar to Deliveroo, who will ensure those 25 items are delivered within 60 minutes (if there's an available slot).