Leiths Extra Special meals are a hit with Asda shoppers

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Asda’s partnership with Leiths School of Food and wine is already paying dividends, with sales of its Extra Special range soaring after the rebranded top-tier range hit shelves last month.

A spokeswoman for Asda said it had targeted a sales spike of 11% but sales had increased by more than 17% since it rolled out 64 reformulated ready meals in mid-September.

Some stores had seen a sales spike of more than 100%, although sales varied regionally, she added.

Lasagne had seen the biggest improvement in sales, followed by cottage pie. The “hero” products, which had seen the biggest increase in volume sales were creamy mash and Dauphinoise potato.

Last week, David Cheesewright, Walmart’s president & CEO for EMEA and Canada, told investors that Asda was generating “great growth from the partnership with Leiths, which is starting to see significant end roads to quality perceptions from our consumers”.

Asda brand director Hemant Patel told The Grocer: “Leiths has a shared passion with us for delicious food that is simple, generous, classic and accessible to all.”

The range delivered “fantastic taste at market-leading prices”, he said. “This range has been a huge hit and we are excited to launch the rest of our Christmas Extra Special Leiths range.”

Readers' comments (2)

  • asda extra special is not bad ror asda but once you try TESCO'S FINEST there is no going back. asda extra special is like tesco mid range.

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  • I agree with dave having bought tesco finest lasagne every week for ten years it is hard to beat. However recently tesco has changed the recipe and it is no where near as good as it has historically been. This has led me to try every other lasagne on the market. Leiths extra special from asda in my opinion is complete rubbish. it is the worst plate of "slop" i have ever had. I recognise it has good beef content but it needs twice as much pasta and only 10% of the bechamel sauce after an hour in the oven i was still looking at a plate of bland bechamel soup. Needs a lot more seasoning and a lot more body before I try it again.

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