In a significant drive to recapture its customer base, Asda is intensifying its focus on convenience by planning the launch of numerous new compact shops across high streets and neighbourhoods. Insiders describe this as a "full-blooded assault" on the thriving convenience sector, revealing that the retailer is set to unveil 25 new Asda Express stores from June to December – more than doubling last year's openings.

This bold strategy marks a key element in a rejuvenation campaign steered by Asda's new chairman, Allan Leighton, who has vowed to go all out in restoring the supermarket to its past prominence. Having watched its dominance wane on British high streets due to steep inflation, intense competition on pricing with rivals, and changes in consumer shopping habits, Asda is now looking to engage customers right where they live.

Mr Leighton outlined the plan and its support through considerable investment from owners TDR Capital and the Issa brothers, which includes multi-million-pound funding for the expansion of new outlets, price reductions, and refurbishments of existing stores.

He spoke resolutely last month about his commitment to "build [Asda], reset it, turn it into what it was."