ASDA has launched a callback service with top chefs to help Brits make the most of premium ingredients. The service comes as the retailer rolls out over 400 new lines in its premium ‘Exceptional by Asda’ range, which focusses on premium ingredients sourced from expert producers, including high-end meat, fish and poultry.
Live between Thursday 24th and Sunday 27th October, the bookable callback service will see shoppers receive a direct phone call with top chef Kate Austen, who has worked in multiple Michelin star kitchens across Europe, including in Copenhagen where she was the youngest female head chef of a two-star Michelin restaurant in the world. Ms Austen will use her Michelin star experience to share expert advice for cooking a range of products.
Research from Asda highlights a gap between Brits’ love of cooking and their confidence in the kitchen with 25% admitting they struggle to prepare high quality meals, even when following recipes. Plus, 35% of those aged 18-44 say they actively avoid cooking with premium ingredients like steak and fish, out of fear of ruining the pricey product.
Ms Austen said, “I’m used to working with premium ingredients from all over the world, but it’s no use buying fantastic steaks, succulent meat joints and delicate seafood if you’ve got no idea how to cook them. I’ll be operating the Culinary Concierge service to share one-to-one tailored advice with Asda shoppers, to ensure their exceptional purchases turn into an exceptional meal.”
Considered the ultimate treat, 14% of Brits say they’d never attempt to cook a steak at home, and 18% admit to throwing a joint in the bin as a result of poor cooking. Survey respondents deem the ribeye steak the hardest to cook, followed by sirloin and then rump. Even more shockingly, 20% of Brits say they’d never tried cooking fish at home and 39% have never attempted to cook whole prawns.
