Asda hits back at “embarrassing” budget range claims

Asda has come under fire this week after some shoppers accused the supermarket of embarrassing shoppers looking for a bargain, after remarketing their own-brand range of products.

The new Asda Just Essentials range replaces the Smart Price line of products, and has been branded in bright yellow packaging, which some have said makes it easy to recognise that a shopper is opting for lower-priced items.

But the retailer has hit back, claiming that shoppers have reacted well to the new budget range. Asda confirmed that the Just Essentials range comprises of 300 products, 50 percent more than the Smart Price line it has replaced.

“We understand that customers are increasingly worried about the cost of living and want help to keep their grocery bills in check, whilst still being able to buy healthy and nutritious food for their families. Our new ‘Just Essentials’ range has been specifically designed with this in mind, combing our lowest prices with a much larger and more diverse range of great value products to meet all household needs,” said Mohsin Issa, Asda’s co-owner, at the range’s launch.

In response to the accusations that the Just Essentials bring embarrassment to those looking to save some money during one of the worst cost-of-living crises in a generation.

“We don’t understand why anyone would feel embarrassed for saving money,” a spokesperson told The Mirror.

Indeed, it’s a view shared by many on social media. “There are always people who moan unnecessarily, I’m just happy to get affordable food, couldn’t care what colour the packaging is” said one Twitter user.

There are always people who moan unnecessarily, I’m just happy to get affordable food, couldn’t care what colour the packaging is.

— Eleanor (@EleanorCatField) August 8, 2022

“I don’t call it a ‘poverty marker’, but rather “Over here if you want to save money!” added another.

https://twitter.com/ScarredParrot/status/1556658099574001664

At a time when many supermarkets have been accused of reducing the number of budget range items in their stores, Asda’s increased budget-friendly range will no doubt be welcomed by many consumers, no matter what colour the packaging is.