Supermarket giant Asda is branching out into the independent-wholesale market with a new ‘Asda Convenience’ fascia, giving retailers access to 3,500 product lines, including Asda own-brand items.
Asda Convenience has launched with a trial of three stores in Glasgow run by One-O-One, an independent retailer running 45 shops north of the border.
While limited to just a trio of trial sites at present, Asda clearly has nationwide intentions for the Convenience brand, saying it sees a “real opportunity to scale this approach”.
The new fascia is said to bring Asda’s “value-led offer” and brand recognition to independent retailers, while also making Asda chilled, fresh, and food-to-go ranges available to convenience stores.
The trial intends to discover “how retailers can run stores under its new Asda Convenience fascia” and is entirely different from the Asda Express model, which comprises shops, many of which are at forecourts, directly owned and run by the supermarket firm.
The three Glasgow shops are likely to precede Asda entering the independent convenience and forecourt sectors as a whole, which will put it in competition with rival supermarket firms Morrisons, whose Daily offering has been making steady inroads in fuel retailing.
Joseph Sutton, Asda Express, fuel & wholesale director calls the launch of Asda Convenience “an important step in extending our reach and making Asda’s great value accessible to more customers in the way they want to shop today.
He adds: “This is just the beginning, and we see a real opportunity to scale this approach while building a broader wholesale business.”
