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Asda's new budget range slammed for 'embarrassing poorer families'

Emma Guinness

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| Last updated 

Asda's new budget range slammed for 'embarrassing poorer families'

Featured Image Credit: Asda eye35 / Alamy Stock Photo

The cost of living crisis has seen inflation rise to a 30-year high, and supermarkets are doing their bit to keep costs down.

However, Asda has come under fire for the packaging of its new budget range, which has been accused of 'embarrassing' poorer families.

What's been described as the 'largest budget-friendly essentials range in the market' consists of more than 300 items to replace the chain's former Smart Price range.

Asda's new 'Just Essentials' range. Credit: Asda
Asda's new 'Just Essentials' range. Credit: Asda

There are now twice as many budget-friendly products to chose from, including meat, fish and poultry, bakery products, as well as staples for freezers and cupboards.

Asda shoppers will also be able to stick up on other budget-friendly home items including washing up liquid, shampoo and conditioner.

The new Just Essentials range comes with bright yellow packaging, but this has been criticised by some social media users for drawing attention to poorer customers.

The old Smart Price range, by comparison, had white packaging.

One Twitter user wrote: "Since the cost of living crisis, I've noticed that supermarkets like Asda have changed their home brand packaging into bright yellow.

"It almost feels like Asda is taking the p*ss out of the cost of living crisis as well as us poor people having to buy their bright yellow brand as we can NOT afford to buy better."

A second added: "I can't explain, but Asda's new yellow and white budget branding has really struck a nerve. I hate it so much."

A third similarly wrote: "The way it screams 'inferior product' and that people on lower incomes don't deserve nice design and should have a basket full of poverty markers.

"I'll get over it, but it feels like a big step backwards."

Items from Asda's Just Essentials range. Credit: Asda
Items from Asda's Just Essentials range. Credit: Asda

Meanwhile, a fourth tweeted the supermarket directly, asking why they changed the colour of their budget range from white to yellow.

They wrote: "@asda Why have you changed your value range to bright yellow please ? What was wrong with white?... any consideration for people who might be embarrassed that they can't afford brands? [sic]"

However, not everyone has been so critical of the range, with one Twitter user noting that the bright yellow packaging will stand out more on the shelves.

As reported by the Daily Record, Sam Dickson, the vice president Asda brand and propositions, said: "Nine out of ten of our customers have told us they are concerned about the cost-of-living crisis, with 44% of them saying they’re actively looking for ways to make their grocery budget go further."

"We've developed Just Essentials by Asda to offer our customers the same value they know and love from our Smart Price range, but across a much larger and more diverse range of products, and with a bold brand that is hard to miss.

"Our mission is to meet all household needs through Just Essentials by Asda, and ensure that families can enjoy nutritious food, no matter their budget."

A spokesperson for Asda told Tyla: "We don't understand why anyone would feel embarrassed for saving money and we are delighted by how much our customers are loving the new Just Essentials range, as shown by the great response and how they continue to add Just Essentials products to their basket every time they shop."

Topics: News

Emma Guinness
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