Cupcake producer Mama Doreen’s has won a listing in Asda following a tie-up with deliciouslyorkshire.

The Harrogate-based business, which uses local ingredients from Yorkshire, will initially supply five ranges to the supermarket chain’s Pudsey branch: Sticky Toffee, Vanilla, Lemon, Chocolate and a seasonal range.

Mama Doreen’s was initially introduced to the Asda buyer at the Great Yorkshire Show, where the business was exhibiting under the deliciouslyorkshire banner.

At the regional food group’s awards in November 2010, Asda local sourcing manager Alison Hamlett was also given the opportunity to taste Mama Doreen’s cupcakes as part of Asda’s sponsorship of the bakery award.

Director of Mama Doreen’s Jessica Bradley said: “As a small local business we would have really struggled to grab the attention of a brand such as Asda if it wasn’t for the support provided by deliciouslyorkshire.”

Becky Boyes, trade development specialist at deliciouslyorkshire, added: “The deliciouslyorkshire awards have become widely recognised as a prestigious accolade in the region’s food industry and, for producers like Mama Doreen’s, it gives them the platform to meet and impress major retailers – such as Asda – which they would not usually be able to do.”