Asda were keen to develop the quality perception of their food and benefit from the opportunity of trading people up to more premium foods within their stores. To ensure Asda’s premium Extra Special range had all the credibility and quality reinforcements it needed I introduced and helped Asda to secure a partnership and develop a long term relationship with the world renowned Leiths School of Food and Wine. Under this partnership Asda has gone on to develop a number of successful categories from Pizza to Ready Meals to Chilled desserts and recipes from Duck leg comfit with plum sauce to Tarte au Citron. More importantly when The Grocer Magazine in November 2011 conducted interviews, 30% of customers who had seen the ad explaining the Asda and Leiths partnership, said they were more likely to shop at Asda and the activity delivered 12.6% growth in volume and 6.8% growth in value for the Extra Special range between November 2011 to February 2012 (12 weeks ending 19 February 2012, Kantar Worldpanel).
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Liz worked with us at Asda for over 12 months, helping us to drive our food credentials both internally and externally.
During this time Liz helped to develop bespoke training programmes for the Product Team (both food & non-edible grocery), helping colleagues to improve their sensory and food presentation skills, which have really helped with the engagement of key external stakeholders.
Her network within the food industry is extensive and as part of our focus on re-developing our Extra Special brand, Liz introduced us to Leiths School of Food & Wine, helping us to secure a partnership and develop a long-term relationship with them.
Liz is always full of energy and ideas and isn’t afraid of hard work - she will work tirelessly with you in order to achieve the desired result for your business.
Product Development Director at Asda Wal-Mart