Asda customers are up in arms over the supermarket’s new ‘budget range,’ with many on social media saying it’s caused ‘embarrassment’ to poorer families.
Responding to the current cost-of-living crisis and looming recession, the grocery chain has put out a new ‘Essentials’ range, said to be the biggest and best on the market – but shoppers are not happy.
Taking to Twitter, one user said: “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.
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“I’ll get over it, but it feels like a big step backwards.”
Another 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*** 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 third chimed in, penning: “@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?”
Some are less bothered by the redesign and were pleased with the supermarket’s efforts, writing: “The new Asda essentials range is actually pretty decent. Bought some of these the other week.”
Another said: “Asda’s just essentials range is honestly such a good idea. I’m glad one supermarket isn’t just money grabbing.”
Sam Dickson, vice president of Asda brand and propositions told the Mirror: “Nine out of ten of our customers have told us they are concerned about the cost-of-living crisis, with 44 per cent 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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