An on-demand supermarket that claims to delivers groceries in 15 minutes has launched to customers after securing £1m pre-seed investment from Heartcore Capital as well as the backers and former executives of Ocado, Tesco, Sainsbury’s Chop Chop and Deliveroo.

Weezy is piloting its first fulfilment centre, serving customers in Fulham and Chelsea, London, with plans for up to 15 more in the capital by the end of next year, before setting its sights on a UK expansion.

The start-up, which will be competing with major supermarkets, convenience stores and Amazon Prime Now in the online grocery sector, is targeting health-conscious  professionals and parents who need an on-demand service.

The lead investor is Heartcore Capital, Europe’s largest consumer-only VC firm, with participation from 20 angel investors including onefinestay co-founder Greg Marsh, an early backer of Deliveroo, and Jon Rudoe who was head of retail and customer at Ocado and behind Sainsbury’s 60-minute delivery proposition, Chop Chop. Other international investors have worked for Uber Eats and Delivery Hero.

Customers use Weezy’s app to select items on their shopping lists including food, over-the-counter medicines, cleaning products and alcoholic drinks.

The order is then picked and packed at Weezy’s fulfilment centre, before being delivered on electric mopeds or bicycles within 15 minutes. The company said its delivery drivers are also trained in the fulfillment centres.

Founded last year  firm sources its groceries from selected wholesalers, and from local independent bakers and butchers, with fresh fruit and vegetables from New Covent Garden Market.

Co-founder and CEO Kristof Van Beveren said: “Our hyperlocal fulfilment centre model works since we are able to optimise the space for fast picking and packing while having low property and fit-out costs. This allows us to offer the fastest grocery delivery service in London while keeping prices affordable.”