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.
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.