A county-founded superstore's Yorkshire Day special edition wine gums have today proved a winner.
Asda's renamed for one day only own brand Ee-by-gums have enjoyed brisk business across regional outlets.
The company, launched in the county in the '60s, currently has around 40 grass roots suppliers and stocks over 200 local lines across Yorkshire stores.
Senior buying manager Rick Banks said: “We’re committed to working with local suppliers across Yorkshire. We know our consumers across the county are very passionate about buying local and quality products".
Such household names sourced include Yorkshire Tea, Yorkshire Farmhouse Eggs and Wensleydale cheese, 75kg of which was used to create a York Mister model as part of the firm's Yorkshire Day celebration.