A CYCLE based deliver company that has hired 50 people in the town in the past three months has thrown its weight behind the Reading Retail Awards.

On demand delivery service Deliveroo takes high-quality restaurant meals straight from the kitchen to the customer's door.

Their riders, equipped as they are with big, boxy back packs, can be seen cycling across the town centre and beyond.

Since the end of May Deliveroo has hired 50 Reading people, mostly in delivery roles, to help ferry the produce of more than 35 restaurants.

In an attempt to address safety concerns for the delivery riders the company has also unveiled a new brightly coloured, hyper-reflective kit.

Jeremy Rawlinson, General Manager at Deliveroo, said: “Our new riders in Reading are now kitted out in their new hyper-reflective kit and locals can order from the fantastic variety of restaurants in Reading, whatever they want, whenever they want, all from the comfort of their own home, office desk or wherever else hunger strikes.”

Mr Rawlinson also took the opportunity to underline Deliveroo's commitment as a sponsor to the Reading Retail Awards.

 "We're proud to be sponsoring this year's Reading Retail Awards,” he said.

“It's important that local businesses are recognised for their outstanding retailing and as a supporter of local independent restaurants throughout the city we are delighted to get behind the awards.

"We hope that the nominees enjoy their evening as much as we will."

The shortlist for the Reading Retail Awards was released at the beginning of August.

To find out who's heading to the final in the awards' twelve categories and how to get tickets to September's ceremony, go to www.readingretailawards.co.uk