Sainsbury’s and Shell today announce plans to jointly develop an integrated fuel and convenience offer combining the Sainsbury’s Local convenience store format and Shell’s branded forecourts. By February 2001 the companies will be trialling this concept in 6 locations in Southern England, offering shoppers an unrivalled range of great value fresh foods, meal ideas and top-up lines.

Each site will be redeveloped for convenience and ease, allowing customers to combine their food and petrol shop. On average the stores will have 10 or 12 parking spaces and at least 4 checkouts. The product offer will include a compelling range of ready meal solutions, quality fresh fruit, vegetables and prepared salads, bakery, core non-food items and Shell’s car care and lubricant products.

Mark Rollmann, Senior Manager for Sainsbury’s Local said, “This is a great opportunity for us to work together to develop an offer which combines the successful Sainsbury’s Local format and Shell’s highly respected branded fuel offer.

“As a company we have developed a range of store formats to fit our customers changing needs. When comparing sales per square foot, 3 out of our top 5 stores are Locals. Our aim is to adapt our Local format to replicate this success on the forecourt.”

Ian Sutcliffe, manager of Shell’s UK retail operations said, “This trial gives us the opportunity to combine the strengths of our respective brands.

“By combining the range of products in the Sainsbury’s Local format with our quality fuels we believe that we will be able to provide an unrivalled customer offer in the convenience sector.”

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The canopy and pumps will continue to be Shell branded, the store itself will have Sainsbury’s Local branding and the pole sign will display both brands.