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Google wades into the grocery home delivery battlefield

Google will be offering home grocery deliveries in San Francisco and another unnamed US city later this year.

In an attempt to compete with Amazon's Fresh home delivery service, the search giant is partnering with Whole Foods to send fresh fruit and vegetables to customers.

The tech giant’s delivery service, Google Express, is already working with partners including Target, ToysRUs and Barnes & Noble in the US Midwest. Google said it plans to expand its overnight delivery service further in the region, while also trialling same-day delivery in two cities.

“Today, we’re very excited to be further expanding our efforts – making it easy for over 25 million people in the midwest to get things they need from stores they love – delivered overnight,” said Brian Elliott, general manager of Google Express.

This is the first time the search engine behemoth has offered grocery delivery, in a move that is sure to threaten traditional grocers as well as Amazon which began offering its Fresh grocery service to US customers two years ago. The Amazon model – which is currently only available in selected US cities – offers customers who pay a yearly fee of $299 same or next day delivery on 500,000 items including fresh and frozen foods.

It is believed Amazon is preparing to launch its grocery service Amazon Fresh in the UK in the coming months, but there is no word whether Google plans to also cross the pond. 

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