Blackburn's billionaire Issa brothers have collaborated with Asda to open their first premium on the move convenience store.

Following the acquisition of Asda, the businessmen's EG Group has officially opened the first of their premium Asda 'Extra Special' convenience stores.

The store offers motorists the opportunity to shop the supermarket’s deluxe product range in a convenient roadside location, with a further 28 stores to be opened in the coming months.

Lancashire Telegraph: Asda - first premium convenience store

The new store, which is located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire, stocks 2,500 products including a large selection of Asda’s premium range products.

These include an extensive selection of fresh and chilled ‘Extra Special’ products, as well as ready meals and beers, wines and spirits, offering great value and quality compared with rival forecourt grocery formats.

The Buckinghamshire site will also stock a selection of dishes created by celebrity chef, Gino D’Acampo, including his ‘Mamma’s’ lasagne and classic Italian recipes such as aubergine parmigiana.

Lancashire Telegraph: Asda - first premium convenience store

Chief merchandising officer at Asda, 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."

Asda previously announced it would open a further 28 Asda On The Move (AOTM) sites with EG Group in the coming months before extending to 200 locations in 2022, as the supermarket enters into the convenience market in partnership with EG for the first time, bringing Asda products to existing and new customers in more convenient locations.

Lancashire Telegraph: Asda - first premium convenience store

As well as stocking a wide range of premium products, the store will have a different look and feel to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.

A second premium AOTM store will launch in Hartlebury before the end of the year, with five further locations set to receive an extended range of Extra Special products as the award-winning brand celebrates its 20th anniversary.

The launch of the Beaconsfield store marks the first-time operator EG Group has collaborated with Asda to trial a ‘premium’ format, with EG owned food-to-go brands and franchise partners such as LEON and Greggs providing a wide range of products in store.

Lancashire Telegraph: Asda - first premium convenience store

Mr Lawlor added: "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 per cent in Q2 compared to the same period in 2019.”

The first three non-premium AOTM stores opened in the Midlands in October 2020.