EG Group launches EG On The Move brand after Asda deal
Published on: Oct 31, 2023
The announcement comes after the retailer completed the acquisition of EG’s UK fueling operations for £2.07bn.
EG Group has launched a new subsidiary to operate forecourts retained after selling its fueling business to Asda. The recently unveiled company is EG On The Move, which is currently trialing the branding at a service station in Bury.
According to The Grocer, the remaining 31 locations owned by EG are set to be part of the rebranding depending on the success of the trial. The report states that nine of the stations offer an Asda On The Move convenience store, which will be transformed into Spar locations after March.
The news comes after Asda completed the acquisition of EG Group’s UK operations in a £2.07bn deal, which includes the roll out of Asda Express across 356 fueling locations. In addition, the purchase also includes ownership of the Leon coffee brand alongside the transfer of 462 Greggs, Burger King and Subway restaurants as franchise agreements.
