Norwich Union (NU) has teamed up with supermarket chain Asda to sell general insurance through its stores.
The affinity deal is a major boost for NU, which will provide motor, home and travel insurance to 11 million weekly shoppers from tomorrow. Pet insurance will follow later this year.
Graham Boffey corporate partnerships director at NU said: "This is a particularly exciting deal as its sees the UK's largest insurer teaming up with one of the UK's largest supermarket chains."
Asda previously sold travel insurance underwritten by Churchill subsidiary Indemnity Insurance and ended its pet insurance, underwritten at Lloyd's, in December 2002 after 18 months.
