Asda has unveiled a new TikTok content house, which brings together five food creators to inspire home cooks across the UK.
Known colloquially as ‘Big Brother meets Ready, Steady, Cook’, the big 4 grocer aims to enter the mainstream by launching The Asda FoodTok House.
Within the property, there are five TikTok cooks living under one roof in a farmhouse in the Yorkshire Dales – created to provide recipe inspiration for shoppers who want quality, taste and new recipe ideas on a budget.
For six days, they will be creating meals to inspire shoppers and complete challenges set by the supermarket chain, from producing barbecue spreads and picnics to making a meal for under a fiver.
The house, which started on Saturday 1 July, involves each influencer working on their own individual recipe development and cooking challenge, like experimenting with seasonal flavours and Asda ingredients to produce new dishes – from twists on classic meals to trending foods.
The cast of famous creators include Max McCann (@Mealswithmax), Zena Kamgaing (@zenaskitchen), Kausar Raja (@Kauscooks), Emily Roz (@Myriadrecipes), and Margie Nomura (@Desertislanddishes).
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Acting chief customer officer at Asda Sam Dickson said: “We’re thrilled to launch the first ever FoodTok house, opening up a 24/7 spotlight on our food quality with five foodie content creators of different ages, backgrounds and culinary approaches. The results have been inspiring, exciting and accessible to all.”
He added: “With TikTok and Instagram fast becoming the most influential platforms for food and cookery ideas, we are delighted to be leading the way with fresh ideas with fresh, quality ingredients that won’t break the bank.
“A supermarket first, we hope the Asda FoodTok House will showcase the breadth and quality of Asda’s products, and add even more fun into preparing delicious meals and great tasting food that is within everyone’s reach,” Dickson concluded.
The news comes as Asda has discovered that 80% of UK households saw a drop in their disposable income in May, as rising living costs continue to put pressure on family budgets and wage growth.
