Asda partners with cookery school for premium Christmas

Asda has partnered with top cookery school Leiths to develop a range of premium Christmas recipes for its Extra Special Range, in a bid to attract shoppers looking to trade up over the festive period.

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It’s the first time the cookery school has teamed up with a supermarket and its chefs will be working with Asda to design festive recipes and cooking tips to help customers create “the perfect Christmas without spending a fortune”.

Asda will introduce a range of products branded “in partnership with…” to indicate the Leiths’ “seal of approval” and launch an Extra Special branded website that will host recipes and advice for Christmas cooking.

The supermarket’s Christmas TV advertising will feature Leiths chefs and a range of Leiths Extra Special products including mince pies, chocolate fondants, steak and ale pies and pate. Ads will break on 24 November.

The supermarket has been making efforts to improve the quality of its food ranges since Andy Clarke, took over as CEO in May last year and has overhauled its core own brand range under the Chosen By You brand.

Rival Morrisons recently launched its premium M Kitchen range as part of CEO Dalton Philips’ plan to improve its own brand offering.

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