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Asda, the UK grocery retailer, has announced the launch of a new line of cooking ingredients under the banner Cook By Asda.
The new line-up of over 130 “affordable, high-quality” pre-prepared ingredients is intended to inspire shoppers to experiment with different flavours, the company said, identifying product highlights such as gochujang, massaman and laksa spice pastes, chipotle breadcrumbs and nooch seasoning.
The range is described as spanning more than ten cuisines, including Indian, Thai, Japanese, Middle Eastern, North African, Italian and American. Customers can also find QR codes on larger packs which will take them to Asda Good Living recipe pages.
Commenting on the new line, Ellie Beecham, assistant brand manager at Asda, said: “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”.
Source: Asda
