Morrisons to offer online refunds on poor fresh food Morrisons, which is moving online through a £200m tie-up with Ocado, will start delivering groceries to customers in Warwickshire on January 10. It will then launch in West Yorkshire in February, London in the middle of the year, and aims to serve 50pc of UK households by the end of 2014. Morrisons will also rate the quality of its fresh food daily with a rosette system in a move influenced by the methods of Fresh Direct, the US online grocery group in which the UK retailer has a stake. Web shoppers with Morrisons will be offered one-hour delivery slots with charges of £1, £3 or £5 depending on whether its peak, off-peak, or a standard time. Analysts gave Morrisons" plans a warm reception, with Jefferies calling the strategy "convincingly packaged." However, Niamh McSherry at Deutsche Bank said: "We believe that Morrisons" current lack of online and convenience is masking the fact that it is disproportionately vulnerable to market share loss to the discounters."