Former Asda chief exec Allan Leighton has joined ready meal supplier Charlie Bigham’s as a non-executive director.|

The business – which is proud of the “poshness” of its handmade dishes – hopes the addition of Leighton will help it achieve its target of £100m in sales. The company, which sells through retailers including Waitrose, Ocado, Sainsbury’s and Booths, predicted its sales would hit around £24m this year.

“I’m a big fan of Charlie and what he’s doing for the quality of ready meals,” said Leighton, who was Asda chief executive from 1996 to 2000.

“He’s tapped into the key insight that although people lead such hectic lives, they still want to make time to share a delicious meal at home together.”

Leighton – who has sat on the boards of businesses including the Royal Mail, BSkyB and vacuum cleaner manufacturer Dyson – added: “To me he’s a bit like the James Dyson of food in the way he’s unearthed this opportunity.”

Charlie Bigham’s has made major distribution gains this year, with Sainsbury’s rolling out six of the brand’s meals for two – fish pie; lasagne; cottage pie; macaroni cheese; moussaka; and carbonara – to 300 stores nationwide this summer following a trial at 50 stores. It secured the trial after turning up outside Sainsbury’s London HQ and giving out ready meals to 500 staff, along with a card asking them to tell the retailer’s buyer if they enjoyed the food.

Last week, Charlie Bigham’s fish pie picked up the prize for best fish ready meal at The Grocer’s New Product Awards.