Morrisons has launched its online food offering, with deliveries across the Midlands due to start on 10 January.

The supermarket expects to deliver to around half of the country by the beginning of 2015 using a fleet of Morrisons-liveried home delivery vehicles.

The launch of Morrisons.com follows the signing of a 25-year deal with Ocado last year, which enabled it to develop its online business using Ocado’s systems.

The operation will be run out of Ocado’s fulfilment centre in Dordon, Warwickshire, which Morrisons paid an initial sum of £170m to acquire.

Home delivery will be charged at £1, £3 or £5, depending on whether it is made during peak, off-peak or standard time. Customers will be given a one-hour time slot for delivery.

At an IGD conference in November, Morrisons’ supply chain director Malcolm Basey said running the operation from a fulfilment centre is best for the customer.

“This is because we have a more controlled environment that has a better chance for high levels of availability and avoids unwanted substitutions,” he said. “Equally, by concentrating the volume into one place it also allows us to provide a fresher product, and that is important to our core brand values.”

Basey said it also allows the supermarket to deliver to areas where it does not have a store.

Products will be delivered from fulfilment centre to hubs, and then to customers.

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