Asda has unveiled its first ‘premium’ On the Move c-store format on an EG Group forecourt in Buckinghamshire, with more of a focus on its deluxe ranges.

The new store, on Oxford Road in Beaconsfield, stocks 2,500 Asda products with a focus on its premium products including an extensive range of fresh and chilled ‘Extra Special’ products, as well as ready meals, beers, wines and spirits.

It will also stock a selection of dishes created by celebrity chef Gino D’Acampo.

Asda said the store offers an insight into its plans for the On the Move format and confirmed it will roll out 28 such formats by the end of this year and another 200 EG Group forecourt locations by the end of next year. 

A second premium On the Move format will open in Hartlebury, Worcestershire, 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.

“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,” said Asda chief merchandising officer Derek Lawlor.

“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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