Asda to roll out new budget range Just Essentials
Asda has launched plans for its own-label Just Essentials range as it looks to reposition its pricing.
The grocer gave its own-label suppliers just four weeks to support the rollout of the new budget range which will include over 300 products.
Asda described it as a “bold” move to target price-sensitive customers facing a cost-of-living crisis and stressed it wanted to emphasise the quality as well as competitiveness of its range.
The moves follow claims that Asda has lost its price competitiveness and been overshadowed by Tesco and Sainsbury’s. The retailer attracted criticism from food writer and campaigner Jack Monroe – who complained in January about price rises, saying she could not find the full range of Asda Smart Price products on a visit to her local store. The following month Asda pledged to roll out its Smart Price lines more widely.
