Asda has launched its programme to convert 116 convenience stores and attached petrol station forecourts acquired from the Co-op Group last year to its Asda Express convenience brand.
The 11 sites are the first tranche to be rebranded Asda Express, with the remaining 105 sites due to be converted by the end of Q1 next year.
Asda acquired 132 sites from the Co-op last year in a £438m deal as part of its long-term strategy to become the UK's second-largest supermarket by moving into the fast-growing convenience £40bn convenience market.
The acquisition received regulatory approval from the Competition and Markets Authority in June after Asda agreed to divest 13 sites to satisfy competition requirements.
Asda's co-owner, Mohsin Issa, said launching the retailer's conversion programme was incredibly exciting for the business and accelerated its presence in the fast-growing convenience market.
"We look forward to bringing Asda's great value in fuel and groceries to many more communities across the UK and welcoming over 2,000 former Co-op colleagues to the Asda family in the coming months," said Issa.
The converted Asda Express sites will stock up to 3,000 branded and own-label products to suit a broad range of customer needs, including 'top-up' shops for essential items such as milk and bread, grabbing lunch on the go or cooking dinner from scratch.
Customers can also be reassured that they'll be making a saving when Asda comes to town as the base prices in Asda's current Express stores are, on average, 8.9 percent cheaper than The Co-op.
Stores opened in all corners of the UK, including Yorkshire, Leicestershire, Lancashire, Somerset London, Scotland, and Devon.
In addition to the recently converted Asda Express stores, the supermarket currently has three stand-alone Express stores in Sutton Coldfield, London (Tottenham Hale) and Calne. Upcoming sites include Manchester Oxford Road and Romford Station, which will open soon. Asda also confirmed that its acquisition of EG Group's UK convenience estate is on track to be completed in the final quarter of this year.
Andy Perry, who ran the acquired Co-op sites while the acquisition received regulatory approval from the CMA, has joined Asda as VP of Convenience and will utilise his extensive experience to support Asda as it accelerates the expansion of its convenience businesses.