We’ve opened our first Extra Special Asda on the Move!

We’ve officially opened our first premium ‘Extra Special’ Asda on the Move store offering customers the opportunity to shop our Extra Special range in a convenient roadside location.


The store, located on EG’s Oxford Road forecourt in Beaconsfield, stocks 2,500 products including a large selection of our fresh and chilled Extra Special products, as well as ready meals and beers, wines and spirits, offering our great value and quality.


The store is one of four locations we’ve opened this week, and we’ll be opening a further 28 Asda on the Move sites with EG in the coming months, with 200 locations in the pipeline for 2022, as we enter into the convenience market in partnership with EG for the first time, helping us to bring our products to existing and new customers in more convenient locations. Our first three Asda on the Move stores opened in the Midlands in last year.


Our second premium Asda on the Move store will launch in Hartlebury before the end of the year, with five further locations set to receive an extended range of Extra Special products as our award-winning brand celebrates its 20th anniversary.


The launch of our Beaconsfield store marks the first time we’ve trialled a premium format, with EG owned food-to-go brands and partners such as LEON and Greggs providing a wide range of products in store.


Derek Lawlor, our Chief Merchandising Officer, said: “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.


“Our customers visiting the store will find everything they 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 our customers, with Extra Special sales up by more than 20% compared to 2019.”


A big well done to all the teams involved in bringing our Extra Special Asda on the Move store to life!