UK retailer Asda has completed the rebranding of the first 11 stores acquired from Co-op last year.
The remaining 105 stores will be converted by the end of the first quarter of next year, Asda added.
Mohsin Issa, Asda’s co-owner, said, “The launch of our conversion programme is an incredibly exciting moment for our business and accelerates our presence in the fast-growing convenience market.
The rebranded stores are located in Yorkshire, Leicestershire, Lancashire, Somerset, London, Scotland and Devon.
The converted Asda Express sites will offer around 3,000 branded and own-label products, including milk and bread, on-the-go lunch items, and ingredients for cooking dinner from scratch.
The acquisition received regulatory approval from the Competition & Markets Authority (CMA) in June 2023, after Asda agreed to divest 13 sites to satisfy competition requirements.
Andy Perry, who ran the acquired Co-op sites while the acquisition received regulatory approval from the CMA, has joined Asda as the vice-present of the convenience division.
Perry will utilise his experience to support Asda as it accelerates the expansion of its convenience business.