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Asda has been criticised by customers for its new budget range, with some claiming it's 'embarrassing' for lower income families.
Amid the ongoing cost-of-living crisis in the UK, the supermarket giant launched its Just Essentials range, which is set to be the 'largest budget-friendly essentials range in the market'.
Comprising nearly 300 products, the range contains 50 percent more low-cost items than the Smart Price range it replaces.
That includes everything from fresh meat, fish and poultry, to bakery, frozen and cupboard staples. There are also household products such as washing up liquid, shampoo and conditioner.
While the aim of the new range is to help those struggling with rising costs in the UK, some customers have criticised its new bright yellow design, which has replaced Smart Price's plain white packaging.
As said by one shopper on Twitter: "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*ss 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."
Another said: "I can't explain, but Asda's new yellow and white budget branding has really struck a nerve. I hate it so much."
They added: "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.
"I'll get over it, but it feels like a big step backwards."
Probably too close to the stigmatised Kwiksave branding of the 90s. 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.— Wilbur Mudd (@politicalfubol) July 16, 2022
I'll get over it, but it feels like a big step backwards.
A third asked: "@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?"
However, a spokesperson told the Mirror that overall they'd received positive feedback about the range, adding: "We don’t understand why anyone would feel embarrassed for saving money."
Previously speaking about the Just Essentials launch, Sam Dickson, vice president of 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 percent 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."
LADbible has contacted Asda for comment.