UK grocery chain Asda is trialling a new, ultra-fast delivery model with on-demand delivery platform buymie. Goods bought via an app are picked by a ‘personal shopper’ and delivered within the hour.

Unlike the loss-making models offered by Deliveroo and Gorillas, the Asda/buymie model offers Asda customers its full range of lines via a new ‘Asda Express’ app.

The pilot is being done in Leeds and Bristol, within three miles of selected stores and will be tested for three months. Bristol shoppers will use the existing buymie app while Leeds shoppers will use the ‘Asda Express powered by buymie’ app as a comparison.

“The trial in Leeds and Bristol will give access to our full online range and a ‘personal shopper’ experience for bigger basket shops through buymie’s interactive platform,” Asda senior vice president of e-commerce Simon Gregg said.

“By partnering with buymie we are able to offer express delivery in more locations more quickly, without the need to implement new technology, infrastructure or cause disruption to our store teams.”

Buymie co-founder and chief executive Devan Hughes added: “With the impact of Covid-19 and the acceleration of online adoption, speedy grocery delivery has become a must-win channel.”

“Today, we are thrilled to be not only launching this partnership with Asda, but also the launch of an entirely new “powered by” enterprise technology.”