Dairy Crests modern milkman online shopping and delivery service milk&more has launched a mobile site to make it even easier for its users to shop on the go.

milk&more supplies a rather extensive range of 250 essentials direct to your door – everything from gardening equipment to bacon and even niche breads like Kingsmill 50/50.

The company offers free delivery up to six days a week – although not to the depths of East London – with people able to make an order until up to 9pm for next-day delivery. If milk&more delivers to your area, you can then register and set up a regular payment method or make a one-off purchase.

It looks like the milkman could be eyeing up the position of Ocado – currently the largest online grocery retailer in the world, with Amazon its biggest future competition – and supermarket’s own-brand delivery services.

The company supported its launch with an email marketing campaign where 47 per cent of messages opened were viewed on a mobile device. milk&more users who refer a friend are given a £5 discount off their next shop, with your mates who sign up offered £10 off too.

The site was developed by Usablenet and since launch, mobile visitors and dwell time have increased, while bounce rates have dropped.