Dija, a new grocery delivery start-up founded by former senior Deliveroo employees, has launched its ten-minute delivery service in London.

The company, which has around 50 riders on electric bikes and mopeds, is now delivering groceries in South Kensington, Fulham, and Hackney.

The ten-minute service, which costs £1.99, rivals Deliveroo’s 20-minute average.

The delivery service sources its groceries direct from suppliers and relies on a network of storehouses located in each of the London areas to meet the ten-minute time limit.

"It sounds esoteric from the outside but at the end of the day this is a mathematical problem,” co-founder and chief executive Alberto Menolascina told Forbes. "If you think of the catchment area of South Kensington in London you have roughly 100,000 people that can order from food delivery apps and a huge portion of those order every day.”

He added: "Our pick and pack doesn't happen inside traditional retailers and grocery stores. This means that we use both technology but also our own property technology for shelf and space allocation and that allows us to pick and pack an order in roughly in one minute."

The announcement of Dija’s launch came just days before Deliveroo confirmed plans for a $7 billion IPO.

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