Asda hails ‘milestone’ with unveiling of first premium store

Asda has waded further into the “top-up” grocery market with the opening of its first “Extra Special” convenience store.

The site in Beaconsfield, Buckinghamshire stocks 2500 products, including a large selection from the grocer’s premium range. 

It will also sell aubergine parmigiana and other ready meals created by celebrity chef Gino D’Acampo.

The shop will have a “different look and feel” from most convenience stores, apparently taking cues from Asda’s “Extra Special” branding.

READ MORE: Asda billionaires clear takeover hurdle with forecourt sale

A second opening is expected in Hartlebury, Worcestershire before the end of the year.

It comes as the Big 4 grocer prepares to open 200 shops on petrol stations before the end of the year.

Previous reports suggested these would be “Asda on the Move” convenience stores, selling own-label products.

However, the retailer now suggests a number of these sites could be reserved for Extra Special stores.

“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer,” chief merchandising officer Derek Lawlor said: 

He added that Extra Special sales in the second quarter had increased by a fifth since 2019.

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