JD is testing a new supermarket concept in the UK with the soft launch of Joybuy, an online grocery platform offering a wide range of everyday essentials.

The site features frozen foods, beverages, household goods, health and beauty items, and pet products from major global brands. Morrisons’ own-label products are also available across several categories.

The platform is live for selected postcodes, with JD saying it will expand delivery to more cities in the coming months. Customers can access same-day and next-day delivery across the UK.

JD told The Grocer that Joybuy is in a trial phase, with a full rollout expected by the end of the year.

Matthew Nobbs, chief merchandise officer at JD, said the company is recruiting ahead of the launch, advertising more than 40 London-based positions.

“Calling all category superstars,” he said. “We need passionate talent in small and large domestic appliances, consumer electronics, home and living, world foods, toys, baby, FMCG, ambient grocery, fashion, commercial internships, and the renowned TET graduate leadership program.”