There could be a new war of the roses brewing this Valentine’s Day. Whole Foods Market and its app-based delivery partner Instacart announced this week that they will challenge traditional florists– and the often-disappointing telefloral industrial complex —  with special Valentine’s Day flower deliveries.

The Austin Business Journal reports that the two companies plan to compete with other flower delivery companies by offering same-day delivery on bouquets of flowers between February 9 and 15.

Officials with Whole Foods say the prices for the holiday flowers will significantly undercut other florists such as 1800flowers.com and Teleflora, which tend to price flowers for the special day at around $40.

While the company did not specify the actual cost of the flowers and delivery, they report options begin at $25.

Consumers interested in the Whole Foods flowers can choose from a dozen red Whole Trade roses, a dozen non-red Whole Trade roses (colors vary by region) and a 20-stem bouquet of tulips.

Customers can specify the color of flowers they want and dictate a handwritten note.

Orders, which can only be placed online at Instacart.com or through the Instacart app, can be scheduled for delivery in one hour, two hours or a specified time.

In addition to the flowers, customers can use Instacart’s Valentine’s Day “aisle” to add chocolates, cheese, lotions and other romantic times to the delivery.

The Valentine’s Day flower delivery is only available in Atlanta; Austin; Boston; Boulder; Chicago; Denver; Houston; Los Angeles; New York; Philadelphia; Portland, Oregon; San Francisco; San Jose, California; Seattle; and Washington, D.C.

Whole Foods, Instacart taking on florists this Valentine’s Day [The Austin Business Journal]

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