ASDA is creating a largely own-brand bakery range for a new model “discount convenience store”, to be trialled in Northampton in spring 2006.

Director of bakery Huw Edwards said the bakery range for the store will be pre-packed. There will be no in-store bakery. But details are to be finalised, he told British Baker.

The pilot 8,000 sq ft store will carry a 95% own-label and 5% branded range of around 2,500 lines overall. If successful, it will be the template for a chain of 7,000-10,000sq ft stores. These will carry mainly Asda own-brands such as Smartprice and Extra Special. Asda’s aim is for the new stores to be the “cheapest in town”, undercutting rivals, including discounters such as Aldi and Netto.

Asda stressed its discount store is not a convenience store, such as Tesco Express and Sainsbury’s Local, which are under 3,500sq ft to qualify for extended Sunday trading, under licensing regulations.