Asda Is Closing All Of Its In-store Meat And Fish Counters

Asda announced closing all of its counters selling fresh meat and fish. The supermarket will replace them with ready-to-eat counters and food area courts.

 The retailer has announced it will follow its rival Tesco in ditching selling fresh meat and fish from the special in-store counters. 

The chain says new ready meals counters will start in 13 stores before being rolled out across 150 by the end of the year. 

The alternative counters have been in trial in 13 stores over the past year. The trial also included introducing a "food court" style feature in one of its Edinburgh branches.

The trial was operated in collaboration with food service brands, including Subway. The chain says it is planning more partnerships with other well-known brands in the future.  

The new food area concept called 'Food for Now' welcomed a great reception from the customers.  

Elizabeth Ruddiman, senior manager of 'Food for Now', said: "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 '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.”

"The trials were well received by both colleagues and customers in 2019 and will be used to inform our rolling programme of counter innovation from February onwards."