Asda launches callback service with top chef to help Brits make the most of premium ingredients

A quarter of Brits avoid experimenting with new ingredients for fear of ruining them with amateur cooking skills
To support wannabe foodies get their skills up to scratch and to coincide with the expansion of Asda’s new premium range – Exceptional by Asda, the supermarket has launched the Exceptional Culinary Concierge service, connecting shoppers with one of the UK’s top chefs to offer personalised cooking advice
Shoppers are being invited to book a Culinary Concierge appointment with Great British Menu winner and a former Michelin star restaurant head chef, Kate Austen, here

New research from Asda highlights a gap between Brits’ love of cooking and their confidence in the kitchen with one in four (25%) admitting they struggle to prepare high quality meals, even when following recipes. Plus, over a third of those aged 18-44 (35%) say they actively avoid cooking with premium ingredients like steak and fish, out of fear of ruining the pricey product.

The research comes as Asda launches 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 like the new Exceptional Steaks, sold by the ounce.

Considered the ultimate treat, over one in 10 Brits (14%) say they’d never attempt to cook a steak at home, and one in five (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, one in five Brits (20%) say they’d never tried cooking fish at home and nearly two in five (39%) have never attempted to cook whole prawns.

With a lack of confidence a key factor in Brits’ reluctance to cook with premium ingredients - - Asda has launched the Exceptional Culinary Concierge service, connecting keen yet uncertain cooks with one of the UK’s top chefs - Kate Austen, for first-hand culinary advice.

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 will use her Michelin star experience to share expert advice for cooking a range of meat, fish and poultry products. As well as winning the main course on this year’s Great British Menu, Kate 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. She has also worked with some of the world’s greatest chefs both in kitchens and development teams, including those of Marcus Wareing and Gordon Ramsey.

Whether prepping for a Friday night date night, or their first ever Sunday roast, keen cooks can register their interest for the service here, selecting their preferred call time slot as well as the product they’d like expert advice on. Call slots with chef Kate will be assigned on a first come first serve basis, and ahead of the service going live next Thursday, successful shoppers will be notified of their allotted call time.

With over one in four people (27%) saying they often feel anxious or embarrassed when cooking in front of others due to a lack of confidence in their own skills and the same number having never hosted a dinner party, the service aims to empower home cooks and allow them to embrace the Exceptional by Asda range without fear of messing up.

David Hills, Chief Customer Officer at Asda said “We know our customers are enjoying the quality of our new Exceptional by Asda range – and we’re delighted to be adding hundreds more products to the range this month across meat, fish and poultry. Exceptional by Asda offers incredible value on the best quality ingredients – creating accessible indulgence for all budgets, but with 3 in 10 people lacking confidence in their culinary skills, we’ve launched our Culinary Concierge service to provide Michelin level support to match our restaurant worthy food. From our delicious steaks, sold by the ounce, to the Exceptional Ultimate Pork Crackling Joint, chef Kate Austen will be on-hand to provide her expert insight to support our customers in getting the best out of their quality ingredients at home.”

Chef Kate Austen added “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.”

Shoppers can register for the Culinary Concierge service here.