Nestle has teamed up with UberEats to offer home delivery of its baby food to consumers in the Brazilian city of Sao Paulo.

Using the UberEats app, which allows consumers to get home delivery of restaurant food, the tie-up will enable shoppers to have Nestle infant formula delivered to their home. The initiative kicks off this week.

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UberEats promises delivery within one hour of ordering and consumers can follow the route of the purchase via the app, which it claims makes the whole process “fast and safe”.

“Nestle and UberEats have joined together so that parents and children can spend more time together,” Nestle said in a statement. “The initiative was designed to make life easier for mothers and fathers who, in the midst of the rush, notice the need to replace or purchase a certain product for their children, offering an alternative so they do not have to leave their home to buy it.”

Nestle and UberEats also offer a service delivering chocolate products at seasonal occasions like Easter.

With the highest rate of internet penetration of any BRIC country at over three-quarters of the population, home delivery is growing business in Brazil. It jumped by 10% growth in 2016, one of the strongest performances amongst all consumer foodservice categories, according to Euromonitor.

For many existing foodservice companies it is a way of avoiding high staffing costs, while maintaining sales in a challenging economy. Food delivery is an area that has not yet reached maturity in Brazil.

Online grocery sales are still low in Brazil – in 2015 they only accounted for 1% of the market but the channel is seeing growth, concentrated in large urban areas.