Dorman has worked for consumer and customer titles including Delicious, BBC Good Food, Woman & Home, Woman, Sainsbury’s and Waitrose magazines, as well as on cookery books with Marco Pierre White, Prue Leith and Egon Ronay.
She has taken over from previous editor Melanie Leyshon who left in May to edit the H Bauer title, Eat.
According to recent research, Asda magazine contributes £260m to the food retailer’s business each year. The monthly title is free and available in more than 300 stores nationwide, with a readership of six million.
The online offering was relaunched at the start of 2010, and an Asda magazine recipe site followed in August.
Publicis Blueprint also publishes customer magazines for brands such as fashion and interior designer Cath Kidston and Toyota Europe.
Carol Bronze, editorial and creative director at Publicis Blueprint, said: "We’re thrilled with Coralie’s appointment. She brings a keen wit and razor-sharp command of the language to the job. She’s everything we want in an editor and has incredibly exciting ideas for how to take the magazine and integrated approach to all our Asda portfolio forward."
Dorman said: "Assuming the editor’s role on Asda magazine felt like a natural step for me. It’s such a renowned customer title with a string of awards and I’ve long been impressed by its blend of good quality content and high production values. The team at Publicis Blueprint are also keen to stay at the forefront of publishing innovation, which is really refreshing."
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