Google is piloting fresh grocery deliveries later this year

Google is opening an online grocery store. According to Bloomberg, the company is planning to begin delivering fresh food and groceries later this year.

Google already delivers some food products via its Google Express service, but these are dry foods with a long shelf life. Brian Elliot, general manager of Google Express, said Whole Foods and Costco will be two of Google’s launch partners for the new service.

It’s a bid to take on competitors like Amazon Fresh and Instacart, which already deliver fresh products like fruits and vegetables. Elliot said the move should help boost profits by giving customers more options and reducing complexity by cutting refrigeration costs.

A pilot for Google’s grocery deliveries will begin in San Francisco and one more unnamed city – it’s possible Google is still considering candidate locations – later this year.

Meanwhile, today Amazon expanded its food options beyond groceries by announcing a restaurant delivery service.

➤ Google to Start Testing Grocery Deliveries This YearGoogle to Start Testing Grocery Deliveries This Year [Bloomberg]