Is Asda’s yellow Just Essentials value range a branding nightmare?

Earlier this week, Asda’s re-branded Just Essentials range came under fire for its bright yellow branding with some shoppers claiming that the design acts as a ‘poverty marker’, drawing attention to those who buy the cheaper products.

Now the largest value range in the UK, with more than 300 lines available, Just Essentials products hit the shelves back in May as part of an initiative to help families feeling the pinch cost-of-living crisis.

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