Former Asda boss Andy Bond is backing a new upmarket online food retailer.

Yorkshire-based supplies British produce from more than 75 farms favoured by chefs such as Mark Hix and Pierre Koffmann, according to the Sunday Times.

The venture is the brainchild of former restauranteur John Pallagi and former marketing executive Lee Simmonds.

Bond, who is the primary investor in through his investment vehicle Woodcliffe Associates, said Farmison hoped to challenge existing players such as Ocado and would offer “restaurant quality” food.

Bond has taken on several roles since leaving Asda, such as chairman of online bikes retailer Wiggle.