Asda’s new Just Essential range has hit shelves, with the supermarket claiming it will help families feeling the pinch of soaring inflation prices.
More than 60 items, including meat products, ready meals and fruit and veg, will be in stores and online by the end of this week and are among 293 products which will eventually replace Asda’s Smart price range.
The Big 4 grocer said the range, which is 50% wider than its predecessor, ensures families can access nutritious food no matter their budgets.
More than 130 products will be available by the end of June, rising to 267 lines by 13 August. The remaining 26 products will land in stores by the end of the year.
New lines that were not present under Smart Price include fishcakes, salmon portions and braising steak.
It also includes more than 20 household and toiletry products, including washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.
The range launches as Asda reported that household spending power has hit a record low, down by £40.28 per week to £205 – a drop of 16.5% year on year.
“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,” Asda vice president of brand and propositions Sam Dickson said
“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.”
The launch comes after the Asda reported a fall in sales of more than 9% during its first quarter.
Click here to sign up to Grocery Gazette’s free daily email newsletter
