Asda has opened its first ‘On the Move’ petrol station forecourt store as the grocer dips its toe into the convenience market.
The first of three pilot shops being launched at sites operated by Asda’s new owner EG Group has opened its doors in Primley, Walsall.
The store stocks 1,500 lines across key convenience categories including fresh, chilled, ambient and bakery.
It also offers a range of food-to-go products such as sandwiches, salads and wraps.
Customers will also be able to order or return items from George.com and 100 other online retailers at one of Asda’s ToYou parcel points inside the store.
Asda revealed plans to trial three of the On the Move stores last month as part of its “test-and-learn” strategy around third-party partnerships.
But its £6.8bn acquisition by EG Group co-founders the Issa brothers has fuelled rumours that Asda could open dozens of the c-stores at their petrol stations across the UK.
Asda senior director of corporate strategy and partnerships Debra Lees said: “We are very pleased to launch the first Asda On the Move as it means we can explore how we bring our great value products to customers in their local communities.
“We know that customers are increasingly looking for value and convenience as a result of the pandemic and we are confident that Asda On the Move will be well received by them.”
Asda said the next two trial stores will open in nearby Leamore on Thursday and Ashby-de-la-Zouch, in Leicestershire, next week.
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