Asda is claiming to be the first supermarket to hand over the future of an entire range to a leading cookery school in a revamp of its Extra Special own-label range.
The supermarket has paired up with Leiths School of Food & Wine, set up by Prue Leith and Caroline Waldergrave in 1975. Chefs from the school have created a collection of new products for the supermarket, as well as recipes and tips that will be available in-store and online.
“Leiths is one of the best cooking schools in the world,” said Asda chief executive Andy Clarke.
“It has trained hundreds of chefs and food professionals in its history, many of whom have gone on to work in and own top restaurants. So if anyone has the credibility, authority and expertise to create and approve quality food, it’s them.”
Leiths managing director Camilla Schneideman added: “We have a shared passion with Asda that good food should be accessible to everyone, whatever their budget.”
Schneideman (pictured above with Clarke) will star in a series of TV ads which highlight Leiths Selected Extra Special products ranging from chocolate fondants to steak and ale pies.
The move is the latest by a supermarket chain to use outside culinary credentials to boost an own-label range. Morrisons recently launched its M Kitchen range backed by partnerships with five top British chefs - Bryn Williams, Nigel Haworth, Aldo Zilli, Atul Kochhar and Pierre Koffmann.
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Saturday Essay: Own label will be star of the ‘golden quarter’ (8 October 2011)
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