The race for speedy groceries has stepped up a gear with Dija, a new service being launched this morning, promising ten-minute deliveries in London.
Dija — founded by Alberto Menolascina, 36, and Yusuf Saban, 31, two former Deliveroo executives — raised $20 million in December from venture capital investors to fund an ambitious expansion in the capital.
The business is entering an increasingly crowded market and will compete against Getir, a rival newcomer, as well as Amazon, Deliveroo, Uber Eats, Ocado Zoom, Waitrose Rapid and Sainsbury’s Chop Chop, all of which offer fast grocery delivery services.
Dija’s name is an Anglicised version of di gia — a colloquial Italian phrase for “already here”.
Menolascina, who was born in Puglia, Italy, said: “Amazon’s Prime Now isn’t