Asda is to launch a new convenience format through a partnership with forecourt giant EG Group.

The move is part of the supermarket’s ‘test and learn’ strategy and the decision to trial convenience formats was influenced by changing customer behaviour in the pandemic. Branded ‘Asda On The Move,’ the trial will take place at EG Group forecourts in Ashby, Leamore and Primley in the Midlands.

Asda had previously opened smaller format sites in the past, but this is the first time the supermarket chain has pushed for an expansion into convenience. EG Group also has an existing supply agreement with rival supermarket Sainsbury’s.

Asda chief strategy officer Preyash Thakrar said: “Our partnerships strategy is focussed on making our busy customers’ lives easier. That means offering convenience when they visit our stores by bringing in complementary brands to help them complete more shopping missions in one location, and convenience that makes our great value products more accessible in local communities.

“We anticipate working with more businesses who share our passion for delivering value for customers in the coming months.”

The tie up comes as Bestway announced its Bargain Booze brand was to be expanded as concessions across some of Iceland’s Food Warehouse sites.

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