High StreetNews

Asda opens first premium store in partnership with EG Group

The Asda On the Move (AOTM) store will stock an ‘extensive range’ of the supermarket’s premium products

Asda has announced the opening of its first premium site in partnership with EG Group in Beaconsfield, one of four premium Asda On The Move (AOTM) sites to open this year.

The store is located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire and stocks 2,500 products including a large selection of Asda’s premium range products.

According to the retailer, the new store marks the first-time operator EG Group has collaborated with Asda to trial a ‘premium’ format, with EG owned food-to-go brands and franchise partners such as LEON and Greggs providing a wide range of products in store.

Asda said premium products set to launch at the new site include ready meals, beers, wines and spirits, as well as a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana.

A second premium AOTM store will launch in Hartlebury before the end of the year, with five further locations set to receive an extended range of ‘extra special’ products as the brand celebrates its 20th anniversary.

Derek Lawlor, chief merchandising officer at Asda, said: “We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield.

“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like for like sales in this category up by more than 20% in Q2 compared to the same period in 2019.”

Asda also plans to open an additional 28 standard AOTM sites in the coming months.

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