Gopuff has launched an instant delivery service for Easter by installing an “emergency Easter egg button” on its app. The new feature will allow Gopuff to deliver last-minute Easter favourites within minutes to shoppers' front doors across England during the bank holiday weekend. The service will also operate until 2am on Easter Sunday, when many traditional supermarkets will remain shut.

The new service is described as a “bunny in shining armour”; the feature will include leading brands from grocery lines ranging from Easter eggs to Sunday roast trimmings.

“A playful take on the core appeal of rapid delivery services. As highlighted in Mintel's upcoming Online Grocery Retailing - UK, 2024, while many rapid delivery users do use the services for their full weekly shop, 49% use them to buy items forgotten from another grocery shop, and 35% buy products on impulse. By using a playful but highly visible marker to promote Easter missions within the app, GoPuff can better tap into the potential for last-minute Easter demand.”