NEW YORK — Supermarket operators Kroger Co. and the GIANT Co. independently unveiled plans last month to offer new delivery services in partnership with online grocery platform Instacart.

Kroger and Instacart unveiled Kroger Delivery Now, offering 30-minute delivery enabled by what the partners call a first-of-its-kind convenience store.

GIANT teamed with San Francisco-based Instacart in announcing GIANT Instant Delivery and MARTIN’S Instant Delivery, providing customers with convenience delivery chainwide. “With convenience as one of the most popular categories on Instacart, GIANT Instant Delivery provides customers with fresh groceries, convenience items and household essentials from early morning to late at night in as fast as 30 minutes,” the companies said last month in a joint statement.

Earlier in the month Kroger said Kroger Delivery Now “redefines convenience by being the only delivery service in America that doesn’t require customers to make a trade-off on selection, quality, price or speed.”

The program’s offering of 25,000 items combines customer favorites with quick and easy doorstep delivery, Kroger said.

“Kroger Delivery Now is a differentiated solution in the e-commerce industry, not just the grocery sector,” said Rodney McMullen, Kroger’s chairman and chief executive officer “Our new service provides customers with one more way to shop with us and addresses the importance of convenience and immediacy. Operationally, this service reaches up to 50 million households, and it’s an expansion of our thriving e-commerce model that demonstrates strategic interplay among our assets, expansive store network, supply chain, and dedicated fulfillment centers and fleet, joined by Instacart’s unrivaled fulfillment model and last-mile technology to provide our customers with anything, anytime, anywhere without compromise.”

Added McMullen, “Last year, Kroger achieved more than $10 billion in e-commerce sales, and we’re committed to doubling both our digital sales and profitability rate by the end of 2023 and expect Kroger Delivery Now will help us reach that target.”

Kroger further noted that convenience continues to be one of the most popular categories on Instacart, with orders up more than 150% since May. Additionally, demand for rapid delivery continues to grow, with nearly 20% of customers selecting Priority Delivery at checkout.

GIANT released a statement noting that some 20,000 items are available via GIANT Instant Delivery, with a focus on convenience items, including prepared food, snacks and beverages, and other last-minute home items, such as paper goods, cleaners and baby products.

“While no two families’ grocery experiences are alike, the one thing so many of our families have in common is that their lives are busier than ever. Sometimes, they just can’t make it to the grocery store — even for a quick trip — and that’s where GIANT Instant Delivery comes in,” according to Matt Simon, vice president of brand experience at GIANT.