Asda launches new family-friendly cook book

Celebrity chefs are all the rage in the UK at the moment, but a recent survey by supermarket chain Asda has revealed that many shoppers feel that such celebrities are out of touch and that traditional family recipes were much easier to prepare but no less delicious.

The survey of 300 shoppers showed that 65 per cent of Asda's customers found celebrity chefs to be 'out of touch' and 'sometimes a bit annoying', while 47 per cent of customers admitted to being taught to cook by their mother or other family members. Just 4 per cent of customers said they had learnt to cook through watching TV chefs.

While the celebrity chefs are best known for their TV programmes, most also have a range of cookbooks to accompany the series, and these have also proved extremely popular. But the Asda survey also showed that over 20 per cent of customers buying TV chef's cookbooks have them as coffee table ornaments and never cook a single recipe from them.

The surprising results come as Asda launches its first 'real' cookbook, featuring 100 recipes sent in by customers and colleagues. The recipes range from family favourites such as Classic Italian Lasagne and Lamb Pot Roast to more personalised recipes such as Peggy Borton's Lemon Curd Dip and Kate's Pasta Sauce.

Liz Trigg, principal of Asda's food academy, said: "We received an overwhelming response from our customers and colleagues when we asked them to send in their favourite recipes and it made us appreciate that the British public still loves to cook. Forget TV chefs, this season 'real' chefs rule the roost and they've got a cookbook to prove it!"​

The cookbook will go on sales in all Asda stores from tomorrow, 21 September priced at £3.50, and features 100 recipes, all of which have been tested by Asda's development chefs Neil Nugent and Jonathan Moore.

The question is: will we now see the chain create its own ready meal recipes from suggestions sent in by its customers?