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The online retail startup adds fresh food to its lineup as part of a pilot program on the East Coast.

Ben Fox Rubin/CNET

Online retailer has launched a pilot program delivering perishable groceries to some customers, going up against rivals like Peapod, Fresh Direct and Amazon's Fresh service.

The company will deliver fresh food such as milk, eggs and produce to customers in parts of New York City, Connecticut and Pennsylvania as well as New Jersey and Washington, DC, said Tuesday. Orders received by noon Monday through Friday will be delivered the following day. For orders of more than $35, there's no delivery charge during the test program. Recode reported the news earlier today., a Hoboken, New Jersey, startup, is a relative newcomer to the online retail world. It launched its site in July. As of December, it had raised more than $700 million.