Sainsbury’s is trialling a new one hour grocery delivery service in Wandsworth, London.

The service is available now via a new iphone App called ‘Chop Chop’.

The App allows customers who live within three miles of Sainsbury’s Wandsworth store to get up to 20 goods delivered within one hour. It is designed to appeal to busy top up shoppers looking for easy evening meal solutions, or those running low on everyday essential items.

“This trial, a UK first, is part of our strategy to give our customers more options to shop with us whenever and wherever they want,” a spokeswoman said.

“Deliveries cost £4.99 and the app was developed by our Digital Technology team in our Digital Lab in Holborn, London.”

Payments are handled securely within the App.

It comes just weeks after Amazon launched its new fresh food delivery service to parts of the UK for Amazon Prime members.

Earlier this month Sainsbury’s became the UK’s first retailer to axe food and drink multi-buys entirely, after completing its programme ahead of schedule. The retailer is instead offering lower regular prices on hundreds of everyday items.

The decision to change its pricing policy came in response to changing shopping habits, with customers shopping more frequently and often buying fewer items, it said.

“Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living have also driven a trend away from multiple product purchasing towards more single item purchasing,” Sainsbury’s food commercial director, Paul Mills-Hicks, said.

“It’s very interesting to see people experimenting with new products and pack sizes now that they are not tied in to multi-buys. It’s clear that shoppers are enjoying the freedom to make decisions about what they buy based on what they need, rather than what’s on offer,” he added.

Mills-Hicks urged other retailers to follow Sainsbury’s lead and remove multi-buys.