Asda has revealed plans to open its first high street convenience stores later this year under a new Asda Express brand.
The supermarket giant has announced that it will open the first two stores under the brand in Sutton Coldfield next month and in Tottenham Hale in London the following month.
Asda said the two openings will create 37 jobs.
It marks the start of a growth plan that will see Asda launch another 30 sites next year, which are expected to create around 500 jobs.
Asda said growing its convenience stores will be a “key element” in its strategic vision to overtake Sainsbury’s and once again become the UK’s second largest supermarket chain.
The new Asda Express stores are located in residential areas and will each stock around 3,000 products, the retailer said.
Stores will also carry hot and cold ‘foods for now’ from Asda and partner brands such as healthy food chain Leon, which is also owned by the billionaire Issa brothers.
The expansion into convenience is the latest shift in strategy since the Issas and private equity backers TDR Capital bought Asda in a £6.8bn deal last year.
Mohsin Issa said: “The launch of our first two Asda Express convenience stores is a historic moment for our great business and a key step in our journey to bring Asda to more customers in more communities across the UK.
“The stores have been designed to meet a wide range of customer needs, whether it’s picking up a pint of milk, grabbing a quick lunch or buying the fresh ingredients to cook dinner. from zero.
“We are confident that customers will find everything they need in these stores and enjoy the convenience of having a new type of Asda store on their doorstep.”
Asda stressed that the new Express stores are separate from the Asda On the Move convenience stores on the forecourts which are operated by EG Group.