Scandinavian appliance brand Asko has announced that Michelin-starred chef, Tom Aikens, will be its Global Chef Ambassador for 2024.
As part of his role, Aikens will be collaborating with the appliance brand to showcase the versatility of its products. According to Asko, he will be working to create imaginative recipes and demonstrate innovative cooking techniques whilst using the brand’s appliances.
Aikens is notable for being the youngest ever British chef to be awarded two Michelin stars, which he achieved when he was just 26. He has enjoyed success for over a decade working alongside famous chefs and in Michelin star restaurants. Tom currently holds a Michelin star at his flagship restaurant, Muse, in London, and also runs restaurants in Tokyo, Jakarta, and Qatar.
According to Asko, his “stripped back approach to cooking, and passion for sourcing the finest local and seasonal ingredients”, aligns closely with its own company ethos for quality, sustainability and excellence.
Aikens will be appearing as Asko’s Chef Ambassador at several events throughout the year. He is scheduled to appear at this month’s EuroCucina show in Milan, as well as IFA Berlin in September.
Visitors to these events will get to witness live cooking demonstrations showcasing Asko appliances, followed by Michelin star tasting experiences from the chef.
Commenting on his new appointment, Aikens said: “Joining forces with ASKO as its Chef Ambassador is an exciting opportunity to share my passion for sustainable, seasonal cuisine with a global audience. Together we will champion culinary excellence and inspire home cooks to elevate their cooking experience.”
Anders Hellgren, Asko’s global marketing manager, said that the appliance company was proud to welcome Aiken in his new role. He added: “His unparalleled expertise and dedication to sustainable cooking perfectly aligns with our brand values, and we are excited to embark on this culinary journey together.”
Recently, Asko’s UK business director, Michael Hardwick, also spoke to kbbreview about his belief that retailers are the key to helping consumers navigate confusing product choices.