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Asda announces long-term strategic collaboration with Leiths School of Food and Wine

  • Asda unveils strategic quality food partnership with Leiths

  • First-ever supermarket range created by leading cookery school.

  • Next step to support Asda’s goal to become number two in food

  • Asda’s Christmas TV campaign will feature Camilla Schneideman, managing director of Leiths


Asda today (November 2nd) announces that Leiths School of Food and Wine, set up by Prue Leith and Caroline Waldegrave in 1975, has embarked on a long-term strategic partnership to create and develop its entire Extra Special range of food. This is a first for the premier cookery school and is the next step in Asda’s ambition to grow its food business.

Making quality accessible for all is at the heart of this partnership and builds on the supermarket using independent experts to taste and approve its food ranges.

Chosen by you is tried, tasted and approved by customers from all supermarkets and is now the UK’s fastest growing own label brand. Butcher’s Selection is selected and approved by master butchers an approach that has successfully grown meat sales by 12 per cent since launch. Now, Extra Special will have the Leiths seal of approval.

This November sees the first stage in the long term partnership, with the cookery school selectively approving Asda’s premium Extra Special Christmas food range as well as creating simple but delicious recipes and tips.

A team of experienced Leiths chefs with superior taste palates spent months selecting the very best Extra Special food and wine from the range. They have created a collection of delicious recipes and tips which will be available in-store and online. The team, including managing director Camilla Schneideman, selected products for appearance, taste and balance of flavour. The recipes they went on to create 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.

Andy Clarke, CEO and president at Asda 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 remains one of the best cooking schools in the world. It is the true purveyor of food quality. 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. This will give the whole country access to affordable, quality ingredients and products, as well as provide simple recipes and accessible cooking skills.”

Camilla Schneideman, managing director of Leiths commented: “We have a shared passion with Asda that good food should be accessible to everyone, whatever their budget. We believe, like Asda, that good quality ingredients are at the heart of great cooking which is why we’ve chosen to collaborate with Asda Extra Special for our first ever supermarket partnership.

“We have been really impressed with the quality of Asda’s Extra Special food and wine and we’ve had great fun creating some wonderful Christmas recipes and tips using the delicious ingredients which really will help make this festive season extra special for everyone.”

Camilla Schneideman, managing director of Leiths and trained chef, 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.

More information, recipes, videos and tips from Leiths and Extra Special can be found at www.asda.com/extraspecial.

Posted in Press Centre on 02 November 2011