Gopuff, the swift grocery delivery service, has introduced a new section within its app called ‘Morrisons Corner,’ offering users the opportunity to purchase Morrisons’ own-label products as a “superior-value alternative to prominent brands.”

Since March of the previous year, Gopuff has been collaborating with the supermarket chain. This multi-year partnership entails Morrisons handling “the manufacturing, wholesaling, and retailing” aspects, while Gopuff takes charge of the end-to-end delivery supply chain.

Initially, Gopuff claimed that the ‘savings corner’ would showcase hundreds of items that were price-matched to those available at Morrisons’ physical stores. However, upon closer examination by The Grocer, a Gopuff spokeswoman clarified, “It is not intended to be a mechanism for beating prices—in fact, we are not surpassing Morrisons in terms of price at all.”

The concept behind Morrisons Corner is to provide customers with a value-driven alternative across various categories, catering to those who prioritize functionality over branded goods.

In March of last year, Gopuff initiated price-matching or outperforming Tesco Express on 100 selected products. The company has now expanded this price-matching activity to over 200 items.

Morrisons has been actively engaged in the rapid grocery market, evident in its partnership with Deliveroo in 2021 to establish the inaugural dark store for its rapid service, Deliveroo Hop. The supermarket chain also collaborated with Deliveroo to launch their first physical grocery store in London last October. Similarly to the Gopuff partnership, Morrisons supplies a selection of 1,750 grocery items from its Ready to Eat and The Best ranges, as well as branded goods. Presently, Morrisons supplies nine Hop sites.

Over the past year, rapid grocers have grappled with the challenge of balancing substantial operational costs with the cautious spending habits of financially constrained consumers.