Asda has launched a new food to go concept as it continues to target the out-of-home and convenience sectors for growth, The Grocer reports. 

The Asda Food Hub concept will provide a new concession at the front of store serving barista-style coffees alongside premium grab and go options such as sandwiches and cakes freshly prepared in store at “affordable prices”.

The concept is initially being rolled out at the retailer’s Leicester and Dagenham stores, and will also be applied to a refresh of 10 of Asda’s pizza and hot food counters across its estate.

Counters at Ipswich, Killingbeck, Havant, Haydon, Walton, Doncaster, Longwell Green and Gateshead will undergo a makeover, bringing them in line with the Asda Food Hub brand.

While the food on offer will change, prices will include a breakfast sandwich and any regular hot drink for £3 and a freshly made baguette and any regular hot drink for £4.50.

A new hot pizza range Asda said would give them a quality, takeaway pizzas at a fraction of the price of the traditional takeaway chains.

Asda is promising a “modern and welcoming new look and feel” as shoppers enter the store, with the Food Hub including McDonald’s-style touchscreen tablets for ordering. .

The concept looks set to be rolled out to other high footfall areas in coming months if it is a success. Asda’s latest foray into food to go follows previous steps into into the OOH market, after its move in 2020 to replace its fresh meat and fish counters with a new food-for-now offer, including food to go and delivery services.

This article originally appeared in The Grocer