Uber partners with Iceland’s supermarkets in the U.K.

In its first U.K. partnership, Uber Technologies Inc. will offer customers the opportunity to get their order from the Iceland Foods chain of frozen food stores in minutes.

According to the company, through the new partnership, customers will be able to place orders using the Uber Eats mobile app, where they will find more than 1,000 items from Iceland Foods. The joint project is called Uber Eats Market. This development is another step Uber is taking to meet the growing demand for fast food delivery services.

With growing household spending in the U.K. tightening budgets, consumers are increasingly opting for frozen foods from stores such as Iceland Foods. The company promises to deliver food to customers' doors within 20 minutes.

While Uber's previous collaboration with France's Carrefour SA provided quick food delivery services, but used small warehouses known as micro-fulfillment centers to process orders, Iceland Foods will deliver from existing stores.