A date has been set for the launch of Asda's new Ashby 'On the Move' store at Flagstaff Services.

The supermarket chain plans to open the outlet on October 20 according to the Forecourt Trader site.

Asda is trialling a new fresh food and essentials concept store.

It will be one of just three Asda convenience shops to be launched at EG Group fuel station forecourts in the UK - all in the Midlands.

The first has opened on a Euro Garages site in Walsall. 

The move is part of the supermarket chain's strategy to enter the convenience market.

The company says it is trialling the new concept 'to provide customers with greater access to the supermarket's great products and prices'.

It follows last week's announcement that Asda was acquired by the Issa brothers and TDR Capital with Walmart retaining an equity investment. 

advertisement

Customers will be able to shop for 'essentials' such as bread and milk, as well as 'food to go' products.

The site will also feature ToYou parcel points, allowing customers to order items via george.com and over 100 popular online retailers for collection or return.

The launch of the Asda On the Move trial comes after the supermarket announced the extension of its 'test and learn' partnerships strategy last month, which sees it align with complementary brands such as Greggs, B&Q and Uber Eats to broaden its existing customer offering.

Debra Lees, Asda's senior director of Corporate Strategy and Partnerships, said: "We are very pleased to launch the first Asda On the Move as it means we can explore how we bring our great value products to customers in their local communities.

"We know that customers are increasingly looking for value and convenience as a result of the pandemic and we are confident that Asda On the Move will be well received by them."