The Beaconsfield store stocks 2,500 products, including a large selection of Asda’s premium range products. Credit: © Asda.

British supermarket chain Asda and EG Group have opened a premium Asda On the Move (AOTM) store in Buckinghamshire, UK.

Located on EG Group’s Oxford Road forecourt in Beaconsfield, the convenience store offers 2,500 products, including a wide range of Asda’s premium products.

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It includes a selection of fresh and chilled ‘Extra Special’ products, ready meals, beers, wines and spirits.

The store will also offer a selection of dishes prepared by celebrity chef Gino D’Acampo, including his ‘Mamma’s’ lasagne and aubergine parmigiana.

Asda chief merchandising officer Derek Lawlor said: “We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first ever ‘Extra Special’ Asda On the Move store in Beaconsfield.

“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium ‘Extra Special’ options across chilled meals, fresh ingredients and a specially selected range of beverages.

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“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers, with like for like sales in this category up by more than 20% in Q2 compared to the same period in 2019.”

The Beaconsfield store is the first premium format store that EG Group and Asda have opened together.

Over the coming months, the partners plan to open another 28 AOTM sites, with the aim of reaching 200 locations next year.

The second premium AOTM store is due to open in Hartlebury before the end of the year.

Last month, Asda launched its first Scottish refill store in Toryglen, Glasgow.

The plastic-free store concept was first introduced at Asda’s store in Leeds last October.