Asda is to cut 40 products from its online budget Just Essentials line, following a range review earlier this year.

An Asda spokesperson told the BBC that it regularly reviewed and adjusted the range to reflect customer shopping habits, but more than 200 items were still available online, and the full range in-store.

“Whilst Just Essentials is one of the largest value ranges on the market, like any retailer, we regularly review and adjust that range to reflect customer shopping habits. As a result, we removed some Just Essentials products from Asda.com earlier this year,” they said.

Asda first launched its Just Essentials budget range in 2022 as a replacement for its Smart Price range.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Last year, the supermarket reported across the quarter ending 30 June, that Just Essentials had surged 87%. Asda at the time said that more than 22m customers have bought an item from the range since its launch in May 2022.

Earlier this year, Asda owner Mohsin Issa said the success of the range had led to a ramping up of its own-brand products.

Issa said: “As well as investing in price to maintain our position as the cheapest traditional supermarket, we continued to invest in further enhancing the quality of our products, building on the earlier successful launch of the budget-friendly Just Essentials brand with a significant own-label transformation programme.”

“This saw us launch thousands of new and improved food lines to drive quality perception among consumers, including a refresh of our entire ready meals range.”