Asda opens its first premium convenience store

Asda opens its first convenience store offering shoppers ‘Extra Special’ range, Leon and Greggs products

  • Asda opened its first premium convenience store in Buckinghamshire today
  • It will sell products from ‘Extra Special’ range as well as from Leon and Greggs 
  • The launch is part of a rollout of stores between Asda and EG Group since 2020 

Asda has opened its first store convenience store offering upscale brand groceries for shoppers on-the-go.

It is located at an EG Group petrol forecourt in Beaconsfield, Buckinghamshire and stocks 2,500 products including a large selection of Asda’s ‘Extra Special’ range.

A number of offerings from EG owned food-to-go brands and franchise partners such as Leon and Greggs will also be available.

The new store in Beaconsfield, Buckinghamshire, will focus on premium brand offerings 

The new convenience store will also sell a selection of dishes created by celebrity chef Gino D’Acampo including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana. 

The launch marks the first time EG Group collaborated with Asda on a ‘premium’ store.

The Beaconsfield site is one of four Asda On the Move (AOTM) locations opening today. 

A second premium store will launch in Hartlebury, Worcestershire, before the end of the year, with five further locations set to receive an extended range of Extra Special products as the award-winning brand celebrates its 20th anniversary. 

AOTM stores are a series of convenience stores opening across EG Group estates, but the Beaconsfield shop is the first premium-style one.

Asda previously announced it would open a further 28 AOTM sites with EG Group in the coming months before extending plans to 200 locations in 2022.

The first three AOTM stores opened in the Midlands in October 2020. 

The new Asda On The Move (AOTM) store will have a different look and feel to cater to the premium brands 

The store stocks 2,500 products including a large selection of Asda’s premium range

Asda’s latest AOTM store is located at an EG Group petrol forecourt

Derek Lawlor, Chief Merchandising Officer at Asda, said: ‘We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield.

‘Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium Extra Special options across chilled meals, fresh ingredients and a specially selected range of beverages.

‘The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like for like sales in this category up by more than 20% in Q2 compared to the same period in 2019.’  

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