Asda trials new convenience brand

Asda has announced the trial of a new convenience brand, ‘Asda On the Move’.

The supermarket is partnering with forecourt operator EG Group in the trial of the new concept that offers fresh food and essentials from three forecourt stores in the Midlands.

Asda has also launched a new collaboration with leading home improvement retailer B&Q on an in-store concept.

Asda said its entry into the convenience market is part of the ‘test and learn’ strategy launched last year to complement its existing customer offering.

“Our partnerships strategy is focused on making our busy customers’ lives easier. That means offering convenience when they visit our stores by bringing in complementary brands to help them complete more shopping missions in one location, and convenience that makes our great value products more accessible in local communities,” said Preyash Thakrar, Asda’s chief strategy officer.

“We anticipate working with more businesses who share our passion for delivering value for customers in the coming months.”

The new ‘Asda On the Move’ will initially be trialled at EG Group forecourts in Ashby, Leamore and Primley in the Midlands.

The trial of the new convenience offering follows Asda’s partnership with Uber Eats in July, which has now been expanded to 25 stores.

The B&Q collaboration will see the trial of four ‘shop within a shop’ compact B&Q stores within Asda’s superstores.

Asda is also piloting a trial with online retailer musicMagpie in five stores in the north, allowing shoppers to purchase a range of used DVDs.