Health food supermarket Planet Organic says that its partnership with independent store delivery service, Hubbub, has given it "first-mover advantage" over Amazon Fresh, as the battle for one-hour food delivery slots is expected to hot up later this month.

Amazon Fresh – the one-hour online groceries business from the e-tail giant, which is rumoured to be arriving in the UK before the end of the month – is set to shake up the overall online grocery market and add further competition to an overcrowded supermarket sector, but Planet Organic says its Hubbub partnership is already giving Londoners a convenient service.

Through the tie-up with Hubbub, which was announced in November 2015, Planet Organic is able to deliver natural food & drink, health & beauty and household goods within one-hour timeslots to postcodes across London.

Some 5,000 products are available to choose from, and customers can receive the ordered goods on their doorsteps at next-day delivery.

Commenting on the new service launch, Renée Elliott, founder of Planet Organic, said: "We are delighted to announce our partnership with Hubbub.co.uk, a like-minded brand who share our quality and ethical principles. A natural partnership, it will transform the experience for our customers."

Planet Organic promotes its environmental credentials, and its delivery service comes with a 100% post-consumer recycled cardboard box, which is made in the UK, printed with vegetable inks and sealed with gummed paper tape made from plant starch.

The retailer says to offset the carbon footprint generated from the anticipated increase in demand for deliveries, for each parcel delivered Planet Organic will make a donation to the Woodland Trust.

Amazon has made moves to reduce its packaging, but often small product deliveries arrive at consumers' homes in boxes that are much larger than the cargo they hold. Online news service, Buzzfeed, ran an article in 2015 entitled '27 Times Amazon Packaging Needed To Chill The F*** Out', highlighting the point about excess packaging.

Find out more about Hubbub, in this Essential Retail interview with William Reeve, co-CEO and technology lead at the company.