A new taxi firm has launched in the city centre and hopes to combat the "struggle" to get a cab in Norwich.

With 50 drivers already available, U-Ride, based in Magdalen Street, has ambitions to double this by the end of the year.

The firm is "run by drivers" and is similar to Uber with the option of using an app to book.

Marketing director for U-Ride, Farhan Rahat, said: "At the heart of our service is a deep-rooted commitment to our community.

"There is a big struggle now in Norwich with customers struggling to get a taxi, especially in peak hours and part of our goal is to fill that gap.

"We aim to continue increasing the number of drivers as the business grows and establish ourselves as the premier taxi service in Norwich and Norfolk, aiming to reach 100 driver partners by the end of the year."

U-Ride joins the likes of ABC, Five Star and Courtsey in Norwich and aims to bring a "safe" service with "courteous drivers and a seamless experience" to the city.

Mr Rahat added: "We continuously monitor the market to ensure that our prices are competitive, reflective of local standards and aligned with the value we provide."

Customers can book a taxi via the U-Ride app, by calling 01603 604242 or visiting its website. 

The business also has a seated waiting room at 25 Magdalen Road.