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Supermarket Teams Up With Culinary School To Create Premium Food

Supermarket Teams Up With Culinary School To Create Premium Food
Retail

U.K grocery chain store Asada has partnered with Leiths to create 'Extra Special' food.

Yi Chen
  • 10 november 2011
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Asada, a supermarket chain based in UK, has recently signed a long-term partnership with Leiths School of Food and Wine to create an in-house brand of ‘Extra Special’ groceries and wines. This strategic partnership will allow everyday people to have access to premium food that’s affordable and convenient.

A team of Leiths chefs will be selectively approving the Extra Special line and also offer simple but delicious recipes and cooking tips. Among the culinary experts will include Leiths Managing Director, Camilla Schneideman.

Andy Clarke, CEO and President at Asda commented that:

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.

Asada

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