Asda launches a new scratch-cooking range with over 130 ingredients, including 40 new products.
- The range covers over 10 international cuisines such as Indian, Thai, and Japanese, starting from 80p.
- A plethora of products is aimed at inspiring creativity, with items like Massaman Paste and Chipotle Breadcrumbs.
- Asda’s research shows many home cooks enjoy experimenting but find seasoning challenging.
- Video guides and recipes by social media creators are available to guide and inspire customers.
Asda has made a significant move to cater to the growing demand for convenient yet authentic cooking solutions by unveiling a comprehensive scratch-cooking range. This release incorporates over 130 pre-prepared ingredients, with more than 40 being entirely new offerings. Asda’s new ‘Cook by Asda’ range is designed to encourage culinary experimentation and embrace diverse flavours by spanning over ten different cuisines, including popular choices like Indian, Thai, and Japanese. Prices for this expansive range begin at an accessible 80p, making it both an affordable and enticing option for home cooks who wish to broaden their culinary horizons.
Key offerings within this range include the Massaman Paste and Laksa Paste, alongside more unconventional selections like Chipotle Breadcrumbs and Nooch Seasoning. For those seeking Asian-inspired flavours, products such as Gochujang Paste and Lemongrass Paste are available at a cost of £1.25 each. These items are versatile, suitable for enhancing various dishes like curries, soups, stews, and marinades, thereby providing an easy way to introduce complex flavours into home-cooked meals.
Underpinning this initiative is Asda’s commitment to supporting home cooks who enjoy experimenting with new trends and ingredients. Their research indicates that although over half of UK home cooks relish trying out new cooking styles, around 20% express difficulties in getting seasonings right. Recognising this, Asda has made additional resources available to assist these culinary explorers.
To empower their customers further, Asda is offering a selection of video guides and detailed, step-by-step recipes. These resources are presented by a number of social media food influencers, aiming to provide practical advice and inspiration. By leveraging the engagement and reach of social media platforms, Asda seeks to make its array of products more approachable and popular among both novices and seasoned home chefs.
Ellie Beecham, an assistant brand manager at Asda, stated, “At Asda, we believe that healthy, flavoursome cooking should be accessible to all, which is why we’ve developed our new range, Cook by Asda, and we hope it will inspire customers to scratch cook from home.” This sentiment reflects the broader vision of making cooking an enjoyable and inclusive activity, regardless of an individual’s prior experience.
With its extensive range and supportive resources, Asda aims to transform home cooking into an easy and delightful experience for everyone.
