Sainsbury’s is trialling what it says is the UK’s first 30-minute click and collect service. The launch comes as the country’s grocers work towards ever faster and more convenient fulfilment in a highly competitive market.

Shoppers can order their groceries via the Android version Chop Chop app and pick it up from the supermarket’s Pimlico store just half-an-hour later. They can choose and pay for up to 25 items, seven days a week. When they arrive they show their order number, available through the app or sent by email, at the Chop Chop desk and take delivery of their items. The service is currently free, and adds to a one-hour service already available through Chop Chop.

Clodagh Moriarty, director of online at Sainsbury’s, said: “We want to offer a customer experience that is differentiated in…