Asda has partnered with Leiths School of Food and Wine to create and develop its entire Extra Special food range.
The grocer said it was “making quality accessible for all” with the tie-up.
Asda has often used independent experts to taste and approve its food ranges. Its Chosen by you range, which it claims is the UK’s fastest growing own label brand, is approved by customers and Butcher’s Selection is chosen and approved by master butchers and has led to meat sales soaring by 12% since its launch.
Now, Extra Special will have the Leiths seal of approval.
The first stage, in what the supermarket said would be a long term partnership, will see the cookery school approve its Extra Special Christmas range as well as creating recipes and tips which will be available online.
The recipes include a pork rack with roasted apples, turkey with clementines and herbs, sprouts with chorizo, and chocolate and ginger pots, all using Extra Special ingredients.
Asda chief executive Andy Clarke said: “It’s a crime that what has been perceived as good quality food has only been available to the few who can afford it. We believe customers deserve ‘real value’ which equates to price plus quality.”
“Leiths has stood the test of time and remain one of the best cooking schools in the world. If anyone has the credibility, authority and expertise to create and approve quality food, it’s them. This will give the whole country access to affordable, quality ingredients and products, as well as provide simple recipes and accessible cooking skills.”
Leiths managing director and trained chef Camilla Schneideman is starring in a series of TV ads which highlight Leiths Selected Extra Special products from mince pies and chocolate fondants to steak and ale pies, pâtés and all the trimmings for a Christmas feast.