UK grocery giant Asda picks Bicester as it opens 150th Asda On the Move convenience store

Asda opened its 150th Asda On the Move store this week, in partnership with EG Group, as it looks to roll-out 200 of the roadside convenience store formats by the end of 2023.

The new store is located at Baynards Green Services in Bicester, Oxfordshire and will be the third Asda On the Move in the local area.

It stocks over 1,300 branded and own label products, with the aim of providing a more extensive offering of fresh produce and chilled lines than is traditionally found on fuel forecourts.

Operating on a 24-hour basis, the 2,723 sq ft store will also include a Greggs and Leon kiosk.

James Laws, Senior Director Wholesale & Convenience at Asda, says: “The opening of the 150th Asda On the Move store marks a significant milestone in our ongoing expansion into the convenience market, to bring our value and great products to more customers across the UK.”

“Through this partnership with EG Group, we’re able to cater to rising demand from customers to pick up essentials quickly and conveniently or grab a treat whilst they’re refuelling."  

“Convenience is one of the fastest growing channels in the grocery market and we are increasing our presence in this area to support our long-term ambition to restore Asda to the number two position in UK grocery. We’re delighted to bring our modern and welcoming convenience store offering to Baynards Green Services.”

Junaid Manjra, Head of Convenience Retail at EG Group, says: “We have been very encouraged by the response of customers to Asda On the Move, and the launch of this milestone store demonstrates how EG’s partnership with Asda is driving further success.”

“We’re excited to bring another Asda On the Move store to Bicester, where customers will be able to enjoy the supermarket’s fresh produce and premium products, alongside EG’s portfolio of own and popular third-party foodservice brands.”

The Asda On the Move concept was launched in October 2020, to increase the number of customers who can access the supermarket’s products in roadside and neighbourhood locations.

Asda supplies the products on a wholesale basis to EG Group, which own and operate each site.

They also bring a range of new partner spaces to customers, working with EG owned food-to-go brands and franchise partners such as Starbucks, Greggs, Subway, and Cinnabon.