Asda launch new budget range after scrapping Smart Price products

Back in March it was revealed that Asda would be replacing their budget Smart Price range – and the first products from the new line have hit shelves this week. The new pocket-friendly products have been launched under the ‘Just Essentials by Asda’ label, and aims to provide a lower price point for cash-strapped shoppers.

The cost of living crisis is certainly no secret, and it’s been affecting everyone’s weekly food shop for months, with Asda’s income tracker showing disposable income has dropped by around £40.38 a week.

But now shoppers will be able to get their hands on 60 new products online and in store this week, including fresh meat, fish and fresh produce.

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Asda said the new line ‘is set to become the largest budget-friendly essentials range in the market’, comprising of 293 products so far. That’s 50 per cent more than the Smart Price range it is replacing.

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

The ASDA Just Essentials range

The new range spans all key categories including fresh meat, fish and poultry, bakery, frozen and all cupboard staples, and more than 20 essential household and toiletry products including washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.

Already online, customers can buy a garlic bread baguette for 32p, or a whole chicken for £2.48. A cheese and ham snack pizza comes in at 59p, while a pack of sulatana scoes is 49p. Looking at ready meals, the Just Essentials mac and cheese costs £1.18 and the fish pie is priced at £1.30.

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The Just Essentials range is hard to miss, with vibrant yellow packaging and bold text, along with simple product names that will stand out to shoppers.

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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 per cent 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.

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George Holan

George Holan is chief editor at Plainsmen Post and has articles published in many notable publications in the last decade.

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