Morrisons has unveiled plans for an online delivery service.
Deliveries will get underway on January 10th and the supermarket has set itself the ambitious target of covering 50 per cent of the country by the beginning of 2015.
In order to combat the worries many people have over the issue of freshness when ordering their groceries online, Morrisons has developed an expert review and doorstep checking system.
Dalton Philips, chief executive of the group, stated: "This ... 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 ... we believe we've come up with the answer."
Charges will be tiered at £1, £3 or £5 depending on whether it's off-peak, standard or peak times.
Simon Thompson, managing director for online food at Morrisons, recognises the service will not be perfect straight away and so he is hopeful it can be improved even more through customer feedback.