Asda announced last month that it was to take on the hard discounters with a small store format that offers 95% own label and 5% branded goods (The Grocer, December 10, p4).
A spokeswoman for Asda said the name had to reflect what customers wanted from the format and convey what it was all about. “Asda Essentials is designed for customers to get in and out for a quick shop. We will be selling a lot of packaged ready meals,” she said. “The name conveys the store’s functional purpose and suggests that it can be used for a weekly or top-up shop. It also separates it from the Asda superstore name.”
The first Asda Essentials will be trialled at an 8,000 sq ft former co-op store on St James Road in Northampton. Refurbishment will begin as soon as the store’s acquisition is completed and it is expected to open in the spring.