Morrisons has unveiled its online grocery store, featuring a virtual bakers, butchers and fishmongers.
Deliveries will begin across much of the Midlands on 10 January 2014, with customers to receive a one-hour time slot of when their goods will be delivered.
Dalton Philips, chief executive of Morrison, said: “This fresh food offer will be the closest thing on the internet to being in a store and selecting food yourself. Customers do have concerns about buying fresh food online and today we believe we’ve come up with the answer.”
Simon Thompson, managing director for online food at Morrisons, added: “We have spent a lot of time with customers and that journey doesn’t stop here. We would love the customers to use the on-site feedback buttons to let us know how we can make our offer even better."
Morrisons expects to be covering 50 per cent of the country by the beginning of 2015.