Southerners, as well as Northerners missing a taste of home living down South, can now enjoy the refined produce of the much-loved supermarket Booths – which has 28 branches restricted to the North West of England.
Hundreds of Booths’ products, including luxury ready meals, cheeses and deli goods, are now on sale via Amazon Fresh and can be delivered to 302 postcodes spanning London, Surrey, Hampshire, Bedfordshire and Hertfordshire.
Lancashire-based Booths, which has been described as the ‘Waitrose of the North’, is 170 years old, having been founded by Edwin Henry Booth in 1847.
In its 170-year history, the group has never sold its products outside the North of England.
Edwin Booth, Booths’ chairman and chief executive, said: ‘Booths has always been a Northern secret, but now our range of exceptional products will be available every day to a wide range of shoppers.
‘This is good news for everyone. It’s a win for Booths as we have wider reach for our products and it’s a win for the customer, who can now have a taste of Booths country delivered to their doorstep.’
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Items up for grabs via Amazon Fresh include a 1kg Chinese takeaway bag for £9.95, Booths Slow Cooked Pulled Pork with Smokey Barbecue Sauce for £4.95 and Slow Cooked Gressingham Duck Legs with Seville Orange Marmalade and Port Sauce for £5.95.
The move comes as Amazon continues to expand its online grocery offerings.
As well as having a tie-up with Booths, Amazon Fresh sells a selection of Morrison’s frozen, chilled and fresh food following a deal last year.
Amazon Fresh is currently offering Amazon Prime customers a free 30-day trial to use its service. After that, the service costs £6.99 a month. The monthly charge continues to be deducted until the customer decides to cancel. Delivery is free for orders over £40.
While only introduced in the UK last year, Amazon Fresh has been operating in the US since 2007. The service has 180,000 goods on sale, with 50,000 food and drink items added in the last year.
Amazon has been seeking to expand its UK AmazonFresh delivery service as it continues its assault on Britain’s traditional supermarkets.
It closed its deal to snap up health organic food grocer Whole Foods for £10.7bn two months ago.
And, earlier this year, it placed a job advert stating that it was looking to recruit someone to spearhead its UK AmazonFresh marketplace team and ‘aggressively expand’ in order to win new partnerships with food and drink companies.
A taste of home: Northerners missing a taste of home living down South can now enjoy Booths food south of the border
It has a growing list of independent sellers on its website, who specialise in delivering high-quality produce.
Its supermarket already has a partnership with Morrisons in the UK to deliver the grocer’s own products, as well as branded goods such as Kellogg’s cereal, Warburtons bread, Cornetto ice creams and Yeo Valley yogurts.
Because of the nature of Amazon’s logistics business, it requires tight turnaround times and one of its main selling points is its same-day delivery option. The deal is potentially hazardous for the retail industry because of the sheer scale of its business.
Ajay Kavan, vice-president of AmazonFresh International, said: ‘We know customers love high-quality ready meals, delicatessen and produce, and with Booths’ rich history and well-deserved reputation for providing the very best food we think people across London and the South East will love what Booths has to offer.
‘Our customers tell us they look for choice, value and convenience from AmazonFresh.
‘That’s why we’ve added Booths to our great selection of products.
Recent addition: While only introduced in the UK last year, Amazon Fresh has been operating in the US since 2007
Range: Over 400 of Booths’ products are now on sale via Amazon Fresh
Roots: Roots: Lancashire-based Booths, which has been described as the ‘Waitrose of the North’, is 170 years old
Booths operates 28 stores, with most in Lancashire, several in Cumbria and a handful in Yorkshire, Cheshire and Manchester.
In June this year, Booths started selling 60 of its products in Fenwick’s stores, including premium teas and coffees and staple items like rice, cereals and dried nuts.
With Christmas on the horizon, supermarkets up and down the country are gearing up for a crucial sales period, which will see the likes of Aldi and Lidl battle to boost their market share.