EG Group today announces the landmark opening of the 150^th Asda On the Move store in partnership with Asda, marking the latest milestone in its ambitious plans to roll-out 200 of the roadside convenience store formats by the end of 2023.

The Asda On the Move concept was launched in October 2020, as part of the supermarket’s ongoing expansion into the convenience market to bring Asda’s great value products to more customers in convenient roadside and neighbourhood locations.

Asda On the Move stores stock up to 2,500 products, including a selection of Asda’s premium ‘Extra Special’ range and a more extensive range of fresh produce and chilled lines than is traditionally found on fuel forecourts. They also feature EG-owned and operated foodservice brands and franchise partner offers such as Starbucks, KFC, Burger King, Greggs, Subway, Sbarro, and Cinnabon, alongside providing a wide range of fresh and home produce in store.

The 150th Asda On the Move store is located at Baynards Green Services on the A43, and stocks over 1,300 branded and own-label products to provide 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 Baynards Green store will also include a Greggs and a LEON coffee kiosk. 

James Laws, Senior Director Wholesale & Convenience at Asda, said: “The opening of the 150th Asda On the Move store marks a significant milestone in our ongoing expansion into the convenience market, to bring Asda’s 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 Bicester.”

Junaid Manjra, Head of Convenience Retail at EG Group, said: “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 Asda On the Move 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.”