A new grocery service, HeroGo, has launched in London, promising savings of up to 25% compared to traditional supermarkets. The brand, which originated in Dubai, aims to reduce food waste by sourcing surplus high-quality food directly from farmers, producers, and ethical brands, then delivering it to customers' doorsteps.
HeroGo operates like a personal shopper, learning customers' preferences over time and offering a pre-filled box of fresh fruit and vegetables each week. Shoppers can adjust their orders every Sunday at 6pm, adding pantry essentials during a designated shopping window. The service claims to be both cost-effective and environmentally friendly.
To mark its UK debut, HeroGo is offering a 50% discount on the first box, automatically applied at checkout. For every box delivered, the company donates two meals to those in need. Customers can sign up by providing their email and postcode, select a household size, choose a weekly or fortnightly delivery plan, and pick a delivery time. Deliveries are made overnight to ensure freshness.
The platform stocks a wide range of groceries, including oats, spaghetti, crisps, vegetables, fruits, dairy, and eggs. It also offers weekly recipes to help customers plan their shopping. HeroGo competes with services like HelloFresh and Gousto, which provide pre-portioned ingredients and recipe cards.
Early customer reviews have been positive, with one user describing the box as “10/10” and praising the quality of the produce. Another noted the “quantity and quality” of items, while a third said the contents encouraged them to try new recipes. No negative feedback has been reported so far, though customers may receive unfamiliar vegetables.
