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Asda customers have slammed the supermarket for limiting its 'Just Essentials' range to three purchases.
The discount range was designed to provide 'budget-friendly food essentials' for those impacted by the cost of living crisis.
From just 49p for a pizza to 25p for a tin of baked beans, the yellow-labeled Asda products have proved to be very popular.
However, it seems that the supermarket giant has been criticised for only allowing three Just Essentials purchases per customer.
"You are discriminating against large families by implementing the maximum of three limit," a customer argued on Facebook.
"My children only like the noodles in the [Just Essentials] range and I have six children.
"Which three do I choose to have the noodles?"
On Twitter, someone else wrote: "I am in a house of 6, so being only able to buy THREE items from the Essential range is a kick in the teeth, that we now have to do 2 separate shops.
"I can understand the need to limit for hoarding by some, the people in actual need suffer."
A third person said: "Hey @asda. I love your new low cost range BUT I think you need to make it clearer that you have a limit on the amount you can buy.
"I just witnessed a mother at the self service till who was really embarrassed after one of your team shouted that she would have to put items back."
Another agreed: "This happened to me also. It’s pretty embarrassing, I bought 9 packets of their essential range noodles and was told I could only buy 3 packets.
"It’s bad enough having to watch what I spend now I’ve got to watch the amount I buy."
Someone else said: "See Asda is restricting people to only 3 items from their Just Essential range. This is outrageous compelling people to buy more expensive items.
"I help out at a food bank where we purchase food for our clients. This will restrict our help. Angry."
A spokesperson for Asda has said: "Just Essentials is proving really popular at the moment and we’re working hard to get the out of stock products back on the shelves as quickly as we can.
"To make sure as many customers as possible can buy these products we are temporarily limiting purchases to a maximum of three of each product.
"This will be for a short period and we will let you know as soon these limits are removed. We are sorry for any inconvenience this may cause."
LADbible has contacted ASDA for additional comment.