// Asda introduces new Just Essentials range
// The grocer gave its own-label suppliers just four weeks to support the rollout
Asda has launched plans for a new Just Essentials range as it looks to reposition its pricing.
The grocer gave its own-label suppliers just four weeks to support the rollout of the new budget range.
The 300-product range will span across products ranging from beans, bread, crisps and biscuits as well as non-food products such as washing-up liquid and powder.
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Asda described it as a “bold” move to target price-sensitive customers facing a cost-of-living crisis.
Asda said it would be contacting suppliers about the launch of the new range and holding talks with own-label suppliers about how it will impact on their product line-up.
“Just Essentials by Asda is an extensive new range of over 300 products. It’s a bold, upbeat and positive brand,” Asda vice president of own-brand, Sam Dickson said.
“The plan was to launch this through May, June and July,” she added. “But we want to do it faster because it’s really important for our customers that we are with them all the way.”
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