26th February 2025 – If you’ve recently pulled into a petrol station expecting to fill up at Shell or Esso, only to be greeted by an Asda-branded forecourt, you’re not alone. Across the UK, many well-known fuel stations are undergoing a significant transformation, switching from recognisable brands such as Shell, Esso, and BP to Asda’s own fuel branding.
This change follows the acquisition of EG Group’s UK operations by supermarket giant Asda in 2023. The £2.27 billion deal saw Asda take control of EG Group’s vast network of over 350 petrol stations and convenience stores, marking a major shift in the UK’s forecourt retail landscape.
Why Is This Happening?
The move is part of Asda’s strategy to strengthen its position in the fuel and convenience retail sector. By rebranding former EG Group sites under the Asda name, the company aims to integrate fuel stations with its existing supermarkets and introduce competitive fuel pricing to rival other major players such as Tesco and Sainsbury’s.
A spokesperson for Asda said:
“We are committed to offering customers great value across all aspects of their shopping experience, including fuel. The rebranding of petrol stations allows us to bring Asda’s trusted name and pricing strategy to even more locations across the UK.”
What Does This Mean for Customers?
For motorists, the shift means that Asda fuel will be available in more locations, often at more competitive prices compared to traditional branded stations. However, some drivers have raised concerns over fuel quality and the loss of loyalty schemes tied to brands like Shell and BP.
EG Group, which was co-founded by the Issa brothers before their partial exit from Asda ownership, previously operated a mix of branded and unbranded forecourts, often pairing them with major retail chains like Greggs and Subway. While these food outlets are expected to remain at many locations, the petrol branding switch is a key part of Asda’s new forecourt strategy.
The Future of Asda’s Forecourts
Asda plans to continue rolling out rebranded petrol stations throughout 2025, with more conversions expected in the coming months. In addition to fuel, the supermarket giant is looking to expand its convenience store offerings at these locations, competing directly with other major forecourt retailers such as Tesco Express and M&S Simply Food.
For now, if you spot an Asda petrol station where a Shell or Esso once stood, it’s all part of the retailer’s larger plan to dominate the UK’s fuel and convenience market.
