E Point Perfect

Asda responds to claims that Just Essentials is “embarrassing families”

// Asda slammed by shoppers over the design and colour of its new budget range
// Shoppers claimed the brightly designed Just Essentials range is “embarrassing poorer families”

Asda has been criticised by shoppers over the design and colour of its new budget range Just Essentials, after they claimed it is “embarrassing poorer families”.

The grocer responded by saying: “We don’t understand why anyone would feel embarrassed for saving money.”

Asda changed its white-packaged Smart Price value products to the more brightly designed Just Essentials range earlier this year.

READ MORE: Can Asda topple Sainsbury’s to become the UK’s second biggest grocer?

The supermarket chain said it is the “largest ever budget-friendly range” to help shoppers combat rising costs.

The range spans across fresh meat, fish and poultry, bakery, frozen and cupboard staples. Household items such as washing up liquid, toilet roll, shampoo and conditioner are also included.

However, Just Essentials’ yellow design has led some people to claim that it stands out too much and gives “poverty markers” to shoppers.

Asda said its customers were “loving” the range.

Asda vice president of brand and propositions, Sam Dickson 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.”

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