Asda ditches meat and fish counters in format change

UK Supermarket chain Asda is to ditch fresh meat and fish counters in all of its stores, shifting to different store formats that use 'Food for Now' areas that have been trialled in a small number of stores over the last year.

The retailer says the counters will “Transition... to provide alternatives to customers that better meet their needs”.

The retailer will also be increasing the number of partnership areas run with popular food brands in-store, such as the 50 Just Eat spaces currently in 50 stores and a number of counters run by Sushi Daily. It is planned to introduce new offers in 150 stores over the course of the year.

“The success of our counters trials last year shows there is a demand for an offer which is better aligned with our customers’ lifestyles. The popularity of our sushi concessions and international cuisine, along with ‘Food for Now’ options shows there has been a shift in customer behaviour and there is a need to provide a greater choice in our stores,” said Asda Food for Now senior manager Elizabeth Ruddiman.

“We will be trialling a number of exciting options, which will see Asda partner with new and innovative brands, as well as popular favourites, to provide a better experience for our customers. Asda has a long history of innovation and trials aimed at providing increased customer choice and we want to use this as an opportunity to better meet customers’ needs at a local level.”