Instacart introduces 30-minute grocery delivery

Instacart is launching 30-minute grocery delivery in the U.S., moving up its fastest delivery time by 15 minutes.

The company says the service, called "Priority Delivery," seeks to redefine the "quick run to the store" and brings the grocery express lane online. Instacart says Priority Delivery  makes it even easier for customers to discover the fastest delivery windows available in their area.

"For many customers, every minute counts when they're in a pinch and need something in a hurry. With today's launch of Priority Delivery, we're redefining the 'quick run to the store' and bringing the grocery express lane online for customers," said Daniel Danker, vice-president of product at Instacart, in a press release announcing the launch.

With Priority Delivery, customers get a real-time view of the fastest available delivery windows, indicated by a lightning bolt icon. Instacart says this helps customers shop based on what they need, when they want it and where they want to shop.

At launch, the service will operate in 15 major U.S. cities across dozens of grocery retailers, expanding to more cities in the coming months.