As supermarket prices remain high across the UK, a new grocery delivery service is offering Londoners a smarter way to shop that promises significant savings. HeroGo, which has recently expanded to the capital from Dubai, claims its model can slash weekly food bills by up to 25% while simultaneously tackling the issue of food waste.
How HeroGo's 'Personal Shopper' Model Works
The company operates by working directly with farmers, producers, and ethical brands to rescue perfectly good food destined for disposal. This rescued produce forms the basis of a weekly grocery box delivered to the customer's door. HeroGo describes its service as akin to a personal shopper that learns individual preferences over time, curating a pre-filled box of fresh fruit and vegetables each week.
Every Sunday at 6pm, a shopping window opens, allowing subscribers to tweak their upcoming box and add cupboard staples. Shoppers begin by signing up with their email and postcode, then select their household size and a delivery plan—either weekly or fortnightly. They can then choose their preferred delivery day and time slot, with deliveries made overnight to ensure freshness for the morning.
More Than Just Savings: Impact and Offerings
The benefits extend beyond the wallet. For every HeroGo box delivered, the brand pledges to donate two meals to people in need. The offering isn't limited to fresh produce; the platform also provides a long list of additional groceries, from pantry items like oats and pasta to dairy, eggs, and snacks. To aid meal planning, HeroGo offers a selection of weekly recipes on its platform.
To celebrate its UK launch, HeroGo is offering 50% off the first box for new customers, automatically applied at checkout when ordering via their promotional link.
Customer Reactions and Market Alternatives
Early reviews on the HeroGo website have been overwhelmingly positive. One South East London customer rated the service "10/10," praising the "incredible" quality of sourced brands. Another was "really surprised by the quantity and quality," enjoying the discovery of new, artisan items. A third shopper enthused, "I felt like it was my birthday or Christmas with this whole box of goodies."
It's worth noting that, as the brand is new to the UK, there are currently no negative reviews. However, the company advises that shoppers may occasionally receive unfamiliar vegetables, encouraging culinary experimentation.
HeroGo enters a market with established players like HelloFresh and Gousto, which focus on recipe box deliveries, and Too Good To Go, an app for rescuing surplus food from local businesses. Each offers its own introductory discounts, but HeroGo differentiates itself with its broad, weekly-shop model and direct social impact promise.
The service presents a compelling proposition for cost-conscious and environmentally aware Londoners seeking a convenient alternative to traditional supermarket runs.
