Asda’s tie-up with Leiths has boosted the size of its Extra Special premium range by 25% compared with 2011.

The new products, which started to hit shelves in September, were launched as part of Asda’s drive to increase the quality of its own-label food.

An Asda spokeswoman said the partnership had taken Asda’s “quality up a notch and given our teams access to top chefs, resulting in ranges which are truly innovative”.

She added that Chosen By You was still “by far” Asda’s biggest own label range, with 80% of all new food products Asda launch every year developed for CBY.

“We have focused on quality with Chosen By You, but there are areas which have seen more NPD, like ES Leiths.”

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