Asda launches ‘Express’ convenience store format

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Supermarket giant Asda will open its first ‘Asda Express’ c-store format next month in the Midlands, with a further 30 store openings planned for 2023.

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Asda said the 30 standalone sites were part of a “test-and-learn” approach

The retailer said the first Asda Express is due to open in Sutton Coldfield in November, with the second opening in Tottenham Hale, London, in December.

Asda said the further 30 standalone sites would create 500 new jobs and were part of a “test-and-learn” approach to developing its future convenience model.

Each store will stock 3,000 products, including a “comprehensive range of fresh, ambient and chilled groceries”, hot and cold food-on-the-go options, and partner brands such as Leon.

The store formats will also offer “to you” parcel collection and return services, and a rapid delivery service through Uber Eats. The Asda Express stores will be wholly owned and operated by Asda and will be separate from the Asda on the Move c-stores located on EG Group forecourts.

They will also be operated separately from the 132 c-stores that Asda recently acquired from the Co-op, the transaction of which is expected to be rubber-stamped at the end of the month.

Asda said a strong convenience model was a key element in its “strategic vision to become the UK’s second-largest supermarket” and overtake Sainsbury’s.

Mohsin Issa, Asda co-owner, said: “The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.

“I’m delighted to welcome the new colleagues at Sutton Coldfield and Tottenham Hale to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda.”