Asda has entered the wholesale convenience market with the launch of a new Asda Convenience brand, beginning with a three-store trial in Scotland.

The supermarket said it has invested £1 million in the initiative, which will see it supply independent retailers through a new wholesale model designed to expand the reach of the Asda brand beyond its company-owned stores.

The first three Asda Convenience stores will open in Glasgow in partnership with independent retailer One-O-One. The pilot will allow Asda to test the concept before deciding whether to roll it out more widely across the UK.

The retailer said the new concept is separate from its existing Asda Express estate and has been developed specifically for wholesale partners.

Each store will stock around 3,500 products, including Asda own-label lines, fresh and chilled groceries, and food-to-go products, with pricing aligned to the retailer's value proposition.

The trial forms part of Asda's plans to build a broader wholesale business by working with established independent retailers to operate Asda-branded convenience stores.

Joseph Sutton, Asda's Express, fuel & wholesale director, said: "Launching Asda Convenience is an important step in extending our reach and making Asda's great value accessible to more customers in the way they want to shop today.

"By partnering with experienced independent retailers, we can combine our product range, pricing and supply chain strengths with their local expertise to create a truly compelling offer. This is just the beginning, and we see a real opportunity to scale this approach while building a broader wholesale business."

Asda said it will use the initial launches to refine the wholesale model, with ambitions to expand the concept if the trial proves successful.

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