Asda rebranded budget-friendly range to become largest in market

Asda has this week begun the transition of its budget-friendly Smart Price range to new brand, ‘Just Essentials by Asda’, which is set to become the largest budget-friendly essentials range in the market.

The range launches as it’s reported that household spending power has hit a record low, down by £40.38 per week to £205 – a drop of 16.5% year on year.

‘Just Essentials by Asda’ comprises of 293 products, 50% more than the Smart Price range it is replacing, but will continue to offer customers the same great value they know and love. The range is hard to miss, with vibrant yellow packaging and bold text, along with simple product names creating stand out on shelves and online.

Over 60 products will be available in stores and online this week, including fresh meat, fish and a selection of fresh produce. New lines joining the range in May include fishcakes, salmon portions and braising steak, to further increase the nutritious meal repertoire of the opening price point range.

Over 130 products will be available by the end of June, and 267 lines will be shoppable by the 13th August. The remaining 26 products will land in stores by the end of the year.

The new range spans all key categories including fresh meat, fish and poultry, bakery, frozen and all cupboard staples, so that families can create their favourite meals, whatever their budget. It also includes more than 20 essential household and toiletry products including washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.

Sam Dickson, Vice President 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% 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.”

Asda will stock the full range in all 581 food stores, as well as online, and will continue to sell Smart Price products until the phased roll-out of Just Essentials by Asda is complete later in August.