Asda starts Co-op rebranding with first 11 locations
Published on: Oct 10, 2023
The retailer is accelerating its shift into convenience by transforming last year’s acquired sites to its Express brand.
Asda has started to convert its 116 convenience stores and attached service stations acquired from the Co-op Group last year. The retailer will transform each location to its Asda Express convenience brand.
The 11 sites are the first tranche to be rebranded, with the remaining 105 forecourts due to be converted by the end of next year’s first quarter.
A total of 132 locations were acquired from the Co-op last year in a £438m deal as part of its long-term strategy to become the UK’s second largest supermarket, by moving into the fast-growing convenience £40bn convenience market.
The acquisition received regulatory approval from the Competition & Markets Authority in June after the firm agreed to divest 13 locations in order to satisfy competition requirements.
“The launch of our conversion programme is an incredibly exciting moment for our business and accelerates our presence in the fast-growing convenience market. We look forward to bringing Asda’s great value in fuel and groceries to many more communities across the UK and to welcoming over 2,000 former Co-op colleagues to the Asda family in the coming months,” said Mohsin Issa, Co-owner of Asda.
The converted Asda Express sites will stock up to 3,000 branded and own-label products to suit a broad range of customer needs such as essential items, grabbing lunch on the go or cooking dinner from scratch.
