The move is part of a senior management reshuffle by new CEO Andy Clarke in a bid to ramp up its online and financial services businesses.
Bendel will share responsibility for growing Asda’s online business with chief operating officer Simon King.
Asda has also appointed Arnu Misra, a protégé of former Asda boss Allan Leighton, to review its “New Business Strategy” which includes its online, home shopping and financial services divisions.
Separately, Morrisons is slashing petrol prices by 6p a litre to attract shoppers over the bank holiday period.
The Fuel Britannia campaign runs from today (18 April) until 1 May. Morrisons hopes to cash in on bank holiday travelling and Royal Wedding buzz.
Morrisons is launching outdoor, radio online and in-store activity, created by Billington Cartmell, to promote the campaign.
Asda was not able to confirm any further details at the time of writing.