Bloomberg reports that Postmates, which has been in the grocery and restaurant delivery business for years, is expanding its food footprint with an offering that it says will deliver groceries - including fresh foods - in 30 minutes or less.

The service is being positioned as a direct competitor to both Amazon Fresh and Instacart.

“The new service charges $3.99 for delivery on each order or $9.99 a month, under the brand Postmates Fresh,” Bloomberg writes.

KC's View: Postmates is hoping that it can undercut the competition on price, but I wouldn’t count on that being a long-lived advantage. While Amazon has been scaling back its AmazonFresh offering in some markets, I still think that this is just part of a larger strategic repositioning that will make full use of its 400+ Whole Foods stores.