Asda pushes further into convenience channel

Asda has rebranded the first batch of the 116 convenience stores and petrol station forecourts that it acquired from the Co-op last year.

So far, 11 sites have been relaunched under the Asda Express format, with the remaining 105 due to be converted by the end of the first quarter of next year.

Asda acquired 132 sites from the Co-op last year in a £438 million deal as part of its longer-term strategy to become the UK’s second-largest grocery retailer by moving into the £40bn convenience market.

The acquisition received regulatory approval from the Competition & Markets Authority (CMA) in June after Asda agreed to divest 13 sites to offset competition concerns.

“The launch of our conversion programme is an incredibly exciting moment for our business and accelerates our presence in the fast-growing convenience market,” said Mohsin Issa, Asda’s co-owner.

“We look forward to bringing Asda’s great value in fuel and groceries to many more communities across the UK and to welcoming over 2,000 former Co-op colleagues to the Asda family in the coming months.”

The converted Asda Express sites will stock up to 3,000 branded and own-label products, including ‘top up’ essentials, on-the-go lines, and dinner options.

In addition to the forecourt stores, the supermarket currently has three stand-alone Express stores in Sutton Coldfield, London (Tottenham Hale) and Calne. Upcoming sites include Manchester Oxford Road and Romford Station, which are due to open in the coming months.

Asda also confirmed that its acquisition of EG Group’s UK convenience estate is on track to be completed in the final quarter of this year.

The group also revealed today that Andy Perry, who ran the acquired Co-op sites while the acquisition received regulatory approval from the CMA, has joined Asda as its VP Convenience to support its growth plans. Before his seven years at Co-op, he spent 29 years at Tesco in various logistics and operational roles.