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SuperValu launches e-commerce sites with Instacart

U.S.-based grocery retailer SuperValu Inc. has launched "Powered by Instacart" e-commerce sites for four of its retail divisions as part of a multiyear contract with the San Francisco-based delivery service provider, according to a Dec. 11 press release.

The new sites are for SuperValu's Cub, Farm Fresh Food and Pharmacy, Shop 'n Save, and Shoppers Food and Pharmacy segments.

Under the partnership, SuperValu customers across Minnesota, St. Louis, Mo., Virginia Beach, Va. and Washington, D.C., can visit the brand-specific "Powered by Instacart" site they wish to order from and have the items delivered to their homes.

The grocery retailer said it will soon provide integration of store coupons and loyalty rewards for orders placed through the new e-commerce sites. The company is also planning to roll out online grocery and meal solution options for retail customers.

Supervalu and Instacart first formed a partnership in 2015 to offer same-day grocery delivery and a click-and-collect service.

Instacart already has a contract with several grocers across the U.S. and Canada, including Whole Foods Market Inc., Aldi (Süd) GmbH & Co.'s U.S. arm, Kroger Co.'s Ralphs, Costco Wholesale Corp. and Loblaw Cos. Ltd.