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Jiffy rider (1)

Ultra-fast grocery delivery player Jiffy has launched an own-label range of fresh produce, in what it believes is a first for the rapid convenience sector.

The Jiffy brand range features 35 products including punnets of blueberries, packaged kale and potatoes and twin packs of corn on the cob.

“Launching our own-brand fresh produce is a key part of our development, as we are committed to giving our customers the best possible choice, when and where they need it,” said Jiffy founding partner Vladimir Kholiaznikov.

The delivery app is working with Watts Farm to supply the produce, grown across the supplier’s 10 farms in Kent and Essex. Watts is a supplier to supermarket retailers, wholesalers and several hotels and restaurants.

Jiffy and Watts are “committed to the entire ‘farm to fork’ process, ensuring transparency and premium quality in all products” the companies said.

The launch of the own-brand range comes as Jiffy this month opened two new dark stores in Stratford and Islington.

Unusually for a rapid delivery grocer, Jiffy’s Stratford hub will soon be offering app users a click & collect option, “rather than using the speedy delivery, for added convenience”.

“We are delighted to launch our seventh and eighth stores in London, with more to come before the year is out. When we launched in April we had ambitious expansion plans, and I am thrilled to see these come to fruition and to be bringing the convenience of Jiffy to more Londoners,” Kholiaznikov added.

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