Deliveroo has dropped plans to introduce one of its bespoke services to Reading.

Earlier this year, there was the prospect that the company would be introducing its Deliveroo Hop service to the town.

Deliveroo Hop is a grocery service that delivers daily essentials and alcohol to customers.

To that end, the company submitted a licensing application to deliver alcohol and the other products from a storage facility at Unit 2 of the Reading Trade Centre in Rose Kiln Lane, Katesgrove.

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However, Deliveroo has since dropped its plan to introduce the Hop service when it withdrew its licensing application to Reading Borough Council.

A spokesperson for Deliveroo said introducing the service wasn’t “quite the right fit” adding that they will continue to look for opportunities to launch new sites and bring Deliveroo HOP to more customers across the UK.

The service began operating in London in September last year.

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In March, Deliveroo launched a trial partnership with WH Smith, which involves the company’s army of drivers and cyclists delivering a range of products to people’s homes.

The service began on Tuesday, March 29 and is still available via the Deliveroo app.

Customers must by a minimum of £15 to get the products delivered to them.