The first Asco store begins trading in October in Warrington on the site of a former Woolworths.
It will have a blue fascia with white lettering and the strapline ''a real alternative'', following research which found shoppers were looking for supermarkets beyond the big four.
Dave Laney, operations manager, would not comment on whether Asco's name was a deliberate combination of Asda and Tesco.
''We want to leave it as a bit of a mystery,'' he told The Grocer magazine.
''People can make up their own minds. We're not taking on the other supermarkets, we're going to be an alternative. For example, we'll be offering products from suppliers you may not see in other supermarkets.''
The store will be marketed primarily at people shopping little and often and will sell daily essentials like bread, milk and fruit and vegetables as well as a lunch time range, deli counter and butchers and open until 7pm.
''All we are trying to do is offer people a real alternative in their grocery shopping,'' he said. ''We are going to be using a lot of local suppliers. We have done a lot of research with the people of Warrington, they all feel fairly happy to have an alternative in the town centre to buy their food and groceries.''
Asco also plans to expand with the next two stores opening in Runcorn and St Helens before the end of the year and it has set itself the target of opening 25 to 30 stores in the North in the next three years.
It will have a blue fascia with white lettering and the strapline ''a real alternative'', following research which found shoppers were looking for supermarkets beyond the big four.
Dave Laney, operations manager, would not comment on whether Asco's name was a deliberate combination of Asda and Tesco.
''We want to leave it as a bit of a mystery,'' he told The Grocer magazine.
''People can make up their own minds. We're not taking on the other supermarkets, we're going to be an alternative. For example, we'll be offering products from suppliers you may not see in other supermarkets.''
The store will be marketed primarily at people shopping little and often and will sell daily essentials like bread, milk and fruit and vegetables as well as a lunch time range, deli counter and butchers and open until 7pm.
''All we are trying to do is offer people a real alternative in their grocery shopping,'' he said. ''We are going to be using a lot of local suppliers. We have done a lot of research with the people of Warrington, they all feel fairly happy to have an alternative in the town centre to buy their food and groceries.''
Asco also plans to expand with the next two stores opening in Runcorn and St Helens before the end of the year and it has set itself the target of opening 25 to 30 stores in the North in the next three years.
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