Asda announces Pru Leith link up
The move is the latest in a string of chef-supermarket collaborations including a Restaurant Collection by Tesco and M Kitchen by Morrisons, featuring dishes by renowned chefs.
The first phase of the campaign has seen the cookery school, founded by Prue Leith, approve Asda’s premium Extra Special Christmas food range and create recipes and tips to be available in-store and online.
Dishes include a pork rack with roasted apples; and turkey with clementines, herbs, sprouts and chorizo.
“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 supermarket partnership,” said Camilla Schneideman, managing director of Leiths.
Schneideman is featuring in a series of TV ads highlighting Leiths’ selected Extra Special products.
