WORCESTERSHIRE will be one of the first places in the UK to get a new ASDA On the Move shop.

Asda will officially open its second premium AOTM store in Hartlebury before the end of the year.

The premium ‘Extra Special’ convenience store will stock the supermarket’s deluxe product range.

The convenience shop will replace the Spar at the Euro Garages Group garage on the A449.

The Subway and Greggs counter service areas will remain at the petrol station.

Derek Lawlor, chief merchandising officer at Asda, 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 Extra Special Asda On the Move stores.

“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.

Worcester News:

“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.”

Work is currently ongoing at the Hartlebury service station to transform it into the new shop.

Asda officially opened its first premium Extra Special at EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire.

Asda previously announced it would open a further 28 AOTM sites with EG Group in the coming months before extending to 200 locations in 2022.

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.