The new offering went live in London last week.

It initially involves around 15 small brands with the expectation that number will increase.

Deliveroo said the arrangement would give customers access to on-demand delivery of “more than a thousand gifts and personalised products in as little as 25 minutes”.

The platform’s Deliveroo Shopping option has grown rapidly since it was launched at the end of last year. It recently added a new ‘give-a-gift’ option, described as the perfect complement to the fresh partnership.

Deliveroo COO Eric French said he was delighted to welcome Not On The High Street to the Deliveroo platform.

“We are passionate about helping small independent businesses grow and reach new customers. That's why we're excited to partner with Not On The High Street, who expertly curate the best of small brands, making them the perfect partner.

“More and more people are turning to small businesses and independents for special gifts, and our customers will now be able to do just that on-demand. We are excited by the continued expansion of ‘Deliveroo Shopping’, and this latest collaboration shows how we are bringing more of the UK’s most loved brands to our customers’ doors.”

Not On The High Street CEO Leanne Rothell said: “Not only does this collaboration with Deliveroo offer an incredible opportunity for our small brand partners to reach a wider audience, but it allows customers to find something special to mark any occasion, even at the very last minute.”

The first tranche of brands to embrace the new offering include jewellers Hurley Burley, British-Ghanaian fabrics specialist Flo London, and lifestyle boutique Heliotique.

Hurley Burley’s popular products include a range of personalised leather bookmarks and corner bookmarks.

More than 5,500 small brands sell via the Not On The High Street platform overall.

Deliveroo is active in 10 global markets. It had sales of just over £2bn last year, when it delivered 290m orders.