Asda and Waitrose are focusing on convenience with their Christmas food ranges. Under the logo "Christmas made easy", Asda promises to take the strain out of Christmas for the consumer. The company's marketing manager, Gareth Pashley, said innovative and easy to cook dishes such as pan fry brussel sprouts (£1.98, serves four) and Christmas pudding filled samosas (£2.48 for eight) offered "newness with familiarity" and "an alternative to slaving over the stove". Asda innovations manager Dilys Allan summed up the Christmas food marketing campaign: "The emphasis will be on making it easy for the customer, taking the strain out of Christmas." The longer life grocery range will be introduced in Asda stores from September, with fresh products appearing closer to the festive season. Waitrose has capitalised on the trend for smaller portions and concentrated on novel, convenient sized products. These will go on sale from September. New to its party range are bite size potato rosti, bubble and squeak, and egg florentines in 12-packs available from mid-December. It has also expanded its 100g Christmas pudding range to three varieties, and introduced single shot fruits in alcohol. Seventeen new biscuit lines are being introduced, with particular emphasis on continental lines and bite size treats, and a new confectionery range is on the cards for September. Exclusive to Waitrose willl be a Duchy Originals hamper retailing at £35. {{NEWS }}