Asda Totally Wicked

Asda is to expand significantly into the convenience sector by opening more than 200 On The Move stores by the end of 2022.

The rollout will be done in partnership with forecourt giant EG Group, who acquired the business from Walmart earlier this year. The strategy will involve opening 28 On The Move sites on EG Group forecourts in 2021, following a successful trial of five stores since October.  

Each site will be operated by EG Group, with wholesale supply being provided by Asda. The rollout will begin with sites in Knowsley, Crewe, Skelmersdale and Holtspur. Asda confirmed it has ambitions to open further stores past the initial 200+ store rollout.  

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The stores will be up to 3,000sq ft and stock up to 2,500 products, including Asda’s premium ‘Extra Special’ own label range, as well as fresh and chilled products. There will also be concessions from Greggs and Subway.

EG Group founders Mohsin Issa and Zuber Issa said: “The Asda business has proved incredibly resilient in 2021, as customers continue to eat more at home and enjoy food which is both fantastic quality and great value.

“Our plans to rollout Asda On the Move will bring Asda to new customers, enabling them to pick up food-to-go, essentials for an evening meal, or treat themselves to premium Extra Special products from a range of convenient locations. We continue to see significant opportunities to drive innovation across the business and we look forward to working with the Asda team to execute our growth strategy.”

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