Asda and Leiths Cookery School Partner to Offer Perfect Christmas on a Budget
In the run up to Christmas, Asda has joined forces with top cookery school Leiths to develop a range of premium recipes called the Extra Special Range, aimed at attracting customers during the festive season.
This move marks the first time the cookery school has teamed up with a supermarket - its chefs will be working with Asda to design appealing festive recipes and cooking tips to help customers create "the perfect Christmas without spending a fortune".
Asda's Christmas TV advertising, due for release on 24 November, will feature Leiths chefs and a range of Leiths Extra Special products including pies and chocolate fondants.
The supermarket will also introduce a range of products branded "in partnership with..." to highlight the Leiths' "seal of approval".
A dedicated Extra Special branded website will shortly be launched to host the range of recipes and advice for Christmas cooking.
The grocery retail giant has been making efforts to improve the quality of its food ranges since Andy Clarke took over as CEO in May last year. In recent months, they have also overhauled their core own range under the Chosen By You brand.