Instacart said on Wednesday it had partnered with NBCUniversal's Peacock to provide the streaming service at no extra cost to all paying U.S. subscribers of the grocery delivery firm.

In return, Instacart will be featured in a custom ad spot, which will run across NBCU's linear TV, social media and streaming platforms, the company said.

The grocery delivery firm, formally known as Maplebear, will also be featured on some NBCU programs.

The companies aim to draw in inflation-hit customers looking for bundled services that can save them some money.

The Instacart+ membership offers benefits including free same-day delivery. Members will now be able to access Peacock Premium content, including exclusive NFL games on Dec. 23 and Jan. 13.

(Reporting by Jaspreet Singh in Bengaluru; Editing by Devika Syamnath)