A familiar face on Sleaford Road is getting a new name. The Applegreen fuel station in Boston has officially rebranded as EG On The Move following the major acquisition of Applegreen UK’s network by retail giant EG Group in January 2025.
The move comes as part of EG On The Move’s sweeping expansion across the UK, which saw the company acquire 98 Applegreen sites nationally, including the Sleaford Road location, and around 40 foodservice concessions. With the rebrand now in place locally, Boston motorists have seen changes in signage and service offerings over the last week.
As part of the rebrand, the Sleaford Road site has introduced a newly stocked Spar convenience store and a Costa Express machine for on-the-go coffee lovers. The popular Subway outlet, previously housed inside the site’s retail space, has been retained — ensuring loyal customers can continue to enjoy their favourite made-to-order subs.
EG On The Move now owns and operates 151 petrol forecourt stations and a further 209 foodservice concessions across the country. As part of the acquisition, the group also takes control of Applegreen’s fuel card business, bolstering its position in the commercial and fleet fuel solutions market.
Zuber Issa, Chief Executive of EG On The Move, said the acquisition marks a bold step in redefining the future of convenience retail and mobility.
“This acquisition is a natural fit and enables EG On The Move to continue to redefine convenience retail and mobility for our customers, with a strong focus on quality, innovation, and sustainability,” Issa said. “We look forward to integrating the Applegreen UK business into EG On The Move.”
The transition is expected to be smooth for both customers and staff, with all 1,142 Applegreen UK employees, including those at the Boston location, transferring to EG On The Move.
Applegreen will maintain a presence in the UK through its investment in motorway services operator Welcome Break and a growing EV charging network.
“Following completion of this transaction, Applegreen remains committed to the UK market,” said Applegreen Europe COO John Diviney.
Locals in Boston can expect upgraded services, refreshed branding, and continued access to fuel and convenience services — now under the EG On The Move banner.
