The update comes as Asda, now owned by TDR Capital and Mohsin Issa, continues its long-term plan to re-establish itself as a go-to destination for value shopping. While total revenue (excluding fuel) dropped 5.9% year-on-year and like-for-like grocery sales slipped 3.1% in the four months to April, George’s performance offers a strategic opportunity.

According to Asda’s Executive Chairman Allan Leighton, the business is focused on "making Asda the number one choice again for value-conscious families," with a material investment underway to deliver a new, lower price promise across all categories by the end of next year. "

"Although we are seeing the green shoots in sales performance, there is a long way to go," Leighton said.

Speaking of offshoots, its fashion credentials are fast-growing. Last month, for example, George at Asda recently opened its first standalone concept store at Crown Point Retail Park in Leeds.

The 18,000 sq ft store marks a departure from the traditional supermarket setting, offering a curated shopping experience that emphasises fashion-forward collections, including collaborations with Yasmin Le Bon, Erica Davies and Billie Faiers. The store also features a revamped 'Kitchen' café, self-serve checkouts, and a dedicated Click & Collect area, aiming to provide a modern, high-street retail experience.