Talking Retail Grocery and product news for independent retailers
The store, located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire, stocks 2,500 products, including a large selection of Asda’s premium range products.
These include fresh and chilled Extra Special products, as well as ready meals and beers, wines and spirits.
The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo.
Asda has said it will would open a further 28 Asda on the Move sites with EG Group in the coming months before extending to 200 locations in 2022, as the supermarket enters the convenience market for the first time.
The first three Asda on the Move stores opened in the Midlands in October 2020.
As well as stocking a wide range of premium products, the store will have a different look and feel to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.
A second premium Asda on the Move store is set to open in Hartlebury, Worcestershire, before the end of the year, with five further locations set to receive an extended range of Extra Special products.
The launch of the Beaconsfield store marks the first time EG Group has collaborated with Asda to trial a premium format.
Derek Lawlor, chief merchandising mfficer at Asda, said premium Extra Special lines were becoming more popular with shoppers, with sales up more than 20% compared with the same period in 20%.
