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Asda begins transition of Smart Price range to Just Essentials by Asda

Asda has begun the transition of its budget Smart Price range to the new brand, Just Essentials by Asda. The move comes as the Asda Income… View Article

FOOD & DRINK

Asda begins transition of Smart Price range to Just Essentials by Asda

Asda has begun the transition of its budget Smart Price range to the new brand, Just Essentials by Asda.

The move comes as the Asda Income Tracker shows that consumers’ disposable incomes dropped by £40.38 per week in April.

The brand will offer 293 products, which is 50% more than its predecessor.

Some 60 products are being launched  in-store and online this week across the fresh meat, fish and fresh produce categories. New lines joining the range in May include fishcakes, salmon portions and braising steak.

Asda said it will be making 130 products available by the end of June and 267 by 13 August. The remaining 26 products will be introduced by the end of the year.

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

In addition to food, the range includes more than 20 essential household and toiletry products such as washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.

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