Asda to launch largest budget-friendly essentials range in market

Supermarket group Asda is set to launch the biggest budget-friendly essentials range in the retail market to help millions of families fight rising living costs.

‘Just Essentials by Asda’ comprises of 300 products, 50% more than the Smart Price Range it will eventually replace, while still offering customers the same great value. Products will arrive in store from May onwards and will be rolled out across the summer.

The new range will span 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 will also include more than 20 essential household and toiletry products including washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.

Asda will stock the full range in all 581 food stores, as well as online, and will continue to sell Smart Price products until these are replaced by Just Essentials.

The launch of Just Essentials, plus the thousands of ‘rollback’ price reductions available in store and online every week, further strengthen Asda’s position as the lowest-priced Big Four supermarket – a position that continues to be recognised by the Grocer 33 and Which? independent price comparison surveys.

Mohsin Issa, Asda’s co-owner, said, “We understand that customers are increasingly worried about the cost of living and want help to keep their grocery bills in check, whilst still being able to buy healthy and nutritious food for their families.

'Our new ‘Just Essentials’ range has been specifically designed with this in mind, combing our lowest prices with a much larger and more diverse range of great value products to meet all household needs.”

He added, “When we bought Asda we were clear that we wanted to grow this great business and our ambition is for Asda to regain its position as the UK’s second largest grocery retailer.

'We are pleased with the progress made in the six months since we officially took over the business and are confident we can achieve this long-term ambition by providing customers with exceptional value wherever and however they choose to shop with us.”