• The Asda On the Move (AOTM) store will stock an extensive range of the supermarket’s premium products
  • The Beaconsfield store is one of four AOTM locations opening today as roll out plans click into gear
  • Asda plans to open an additional 28 AOTM sites in the coming months

Asda has officially opened its first premium ‘Extra Special’ convenience store offering motorists the opportunity to shop the supermarket’s deluxe product range in a convenient roadside location.

The store, which is located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire, stocks 2,500 products including a large selection of Asda’s premium range products. These include an extensive selection of fresh and chilled ‘Extra Special’ products, as well as ready meals and beers, wines and spirits, offering great value and quality compared with rival forecourt grocery formats.

The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana.

Asda previously announced it would open a further 28 AOTM sites with EG Group in the coming months before extending to 200 locations in 2022, as the supermarket enters into the convenience market in partnership with EG for the first time and executes its strategy of bringing Asda products to existing and new customers in more convenient locations. The first three AOTM stores opened in the Midlands in October 2020.

As well as stocking a wide range of premium products, the store will have a different look and feel to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.

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 award-winning brand celebrates its 20th anniversary.

The launch of the Beaconsfield 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.

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.

“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium ‘Extra Special’ options across chilled meals, fresh ingredients and a specially selected range of beverages.

“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.”

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