Asda to launch its first two standalone convenience stores before Christmas under new brand ‘Asda Express,' with 30 more planned for 2023; stores will feature hot and cold ‘food for now’ options, as well as ‘food for later’ such as ready meals

Sample article from our Retail & Omnichannel

October 18, 2022 (press release) –

  • First Asda Express to open in Sutton Coldfield next month and Tottenham Hale in December
  • 30 more stores planned for 2023 – creating c. 500 new jobs – as Asda steps up presence in the convenience market
  • Exciting new format will offer customers over 3,000 products across groceries, hot and cold ‘food for now’ and Leon coffee ‘to go’

Asda has today announced plans to open its first two standalone convenience stores before Christmas, under a new ‘Asda Express’ brand, bringing Asda value and great products to more local communities across the UK.

The Asda Express stores will open at Sutton Coldfield on 8th November and Tottenham Hale, London, on 6th December, creating 37 new jobs in the local communities they serve.

Asda plans to launch a further 30 sites, creating about 500 new roles, next year, as part of a ‘test & learn’ approach to developing its convenience model – a key element of Asda’s strategic vision to become the UK’s second largest supermarket.

With sales in convenience stores forecast to grow by 13% to over £50bn by 2027¹, Asda has a significant opportunity to grow sales and market share in a sector where it currently has a limited presence.

Both Asda Express stores are purpose built and situated in residential areas giving customers the opportunity to shop in convenient neighbourhood locations. Each store will stock around 3,000 products, including a comprehensive range of fresh, ambient and chilled groceries, as well as products from Asda’s premium Extra Special range and a broad selection of beers, wines and spirits.

Customers will also enjoy a range of hot and cold ‘food for now’ options from Asda and partner brands including Leon, plus ‘food for later’ choices such as ready meals and a selection of £10 meal deals for two people. Both stores will also offer ‘toyou’ parcel collection and return services and shortly after opening will offer a rapid delivery service through Uber Eats.

Mohsin Issa, Asda’s co-owner, said: “The launch of our first two Asda Express convenience stores is a landmark moment for our great business and a key step on our journey to bring Asda to more customers in more communities right across the UK.

“The stores have been designed to cater for a broad range of customer needs – whether that’s popping in for a pint of milk, grabbing a spot of lunch on the go, or buying the fresh ingredients to cook dinner from scratch. We’re confident customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.  

“I’m delighted to welcome the new colleagues at Sutton Coldfield and Tottenham Hale to the Asda family – leading us on our first steps into this market and am grateful to all the colleagues who have worked with such pace and enthusiasm to bring this vision to life for Asda.”   

The new Asda Express stores are wholly owned and operated by Asda. They are separate from the Asda On the Move convenience sites, which are located on garage forecourts owned and operated by EG Group.

They are also separate from the 132 convenience stores that Asda is acquiring from the Co-op Group. This transaction is expected to complete at the end of this month and will then go through the CMA’s competition review process.


¹IGD Convenience Market forecast June 2022

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