Asda has Fresh ideas in store

Asda is planning to roll out a chain of 50 mini hypermarkets for local communities, under an Asda Fresh brand identity. The initiative follows trials in the US, by parent Wal-Mart, for small-sized edge-of-own stores.

Building design group Aukett is developing the first new build Asda Fresh store in Kingshill, Kent. A refurbished store in Tilehurst, Berkshire, opened as an Asda Fresh branch this week, with new signage developed by Butterfield Signs. Asda’s in-house design department has worked extensively on the project.

Over five years there are plans to open a combination of refurbished and new Asda Fresh stores, in community areas of the UK. The budget is expected to be £75m.

Stores will feature a fresh food section at the front of the store, an express delicatessen and self-service salad bars, as well as takeaway hand-held hot and cold snacks, and tea and coffee for consumption on-site.

Space does not allow for much clothing, but alcohol, cosmetics, CDs and videos will be on offer at Asda Fresh. There will also be initiatives aimed at building community links.

Asda development director Gavin Parker says: “The growing capacity of large scale food sites means that it is increasingly important to consider alternative formats. Asda Fresh means we can bring the lowest prices in town and a hypermarket range of fresh foods to local communities.”