New food delivery service launches to deliver groceries in 10 minutes

Dija, a new grocery delivery app, is launching today in London. The app was founded by Alberto Menolascina and Yusuf Saban, who both spent a number of years at Deliveroo in senior positions.

Mr Saban was previously Deliveroo’s chief of staff, while Mr Menolascina also worked for the popular company, as well as for Just Eat. Dija promises an impressive delivery speed, claiming

to be able to get groceries to your door within just 10 minutes of your order. The company’s “no-quibble 10 minute turnaround guarantee” means that if the food products ar not delivered

within that time frame, Dija will give you free delivery for the next three months. Currently, there is a £1.99 flat fee for delivery. The available food range in the current London hubs

offers branded foods and fresh produce. Dija has said that it works directly with manufacturers to source products. Speaking about Dija’s products being sold at recommended retail prices, Mr

Menolascina said: “Whether or not that’s more expensive will depend on the product, the local store prices, and if there are offers running. “There may be instances where we are more

expensive but there will also be times we’re more affordable,” he added. The company also explained: “Dija uses data to improve efficiency and spot buying patterns so that its customers do

not have to put up with substitutions or missing items.” On Dija’s website, the company notes: “We’ll stock your freezer, fridge and cupboard with carefully selected staples and new

favourites. “Buy online or download the app to order: we’ll bring the best of grocery to your doorstep.” Dija will rival Ocado to enable you to buy all your convenience and food items on

demand.