The retailer has recruited Manpower marketing director Hazel Detsiny to the post, which will involve overseeing the various marketing teams that look after its food lines, which include Extra Special, Smart Price and the Asda brand.
'Obesity is a huge issue for us; we all have to be more responsible and look at what we sell in our supermarkets. We are going one step further than most by getting someone in to look after the whole area,' said a spokeswoman.
Detsiny's exact job title has yet to be decided, but she will report to private-label director Penny Coates when she starts on 25 November.
Asda claims to be the first supermarket to have created a pure health-marketing role. Detsiny's remit is to address health issues across all of Asda's marketing, from new product development to its advertising.
She will also work alongside its nutritionists, suppliers and brand team.