Asda opened its first new format ‘Essentials’ outlet in Northampton today (31 March).

The discount-style store will be stocked primarily with Asda’s own-brand products, with over 95% of the food and drink in store carrying the Asda label. Various other branded products that Asda has deemed essential to consumers, including Marmite, Mars Bars and Coca-Cola, will also be carried.

Asda intends to open seven more Essentials stores this year, all with a floor space of around 8,000 square feet.

Asda Essentials, an Asda spokesperson told just food, do not represent a more into the convenience market. “Essentials stores will be convenient stores rather than convenience stores. We are describing them as discount or neighbourhood stores,” the comapny said.