Asda Sheffield

Asda is trialling a new format store in Sheffield. Image: Google

Asda is trialling a new high street store format in Woodseats, Sheffield, as it continues to shape its convenience strategy.

The 4,000 sq ft ’Asda supermarket ’ branded store, which is a former Netto and has been operating as an Asda since 2011, was refitted on 11 November.

Located next door to an Iceland , the store has been updated with new additions including click & collect storage and collection points, and improved hot food, food-to-go and bakery sections.

“With this store in Sheffield, we are trialling a high street store and it’s looking really strong,” Asda president Andy Clarke told The Grocer.

Having acquired 147 Netto stores for £778m back in 2010, the trial marks the latest development in Asda’s plan to boost its number of smaller stores.

The retailer, which has pledged to open 100 standalone forecourts by 2018, is currently trialling two standalone forecourts, in Leeds and Sale.

“We are learning a lot from all these trials, with the two current forecourt store trials beating expectations,” Clarke added.

“The forecourt store in Sale is 800 sq ft and I am now looking at a number of convenience-only sites for trials that are slightly larger than that. It just evolves.”

At its third-quarter results last month, Asda said it would have a much clearer picture of its overall convenience strategy by the end of 2018. Speaking at the time, Clarke said: “I am conscious there is a £36bn convenience market that we don’t have a slice of. Any Asda convenience offering will keep to our price model and ensure that c-stores are not more expensive than supermarkets .”