Asda launches Just Essentials range to help shoppers amid cost-of-living crisis

Asda Just Essentials range
Asda launched Just Essentials in April
// Asda launches Just Essentials range in stores and online
// The new range replaces its Smart Price collection and comprises of 293 products

Asda has officially launched its budget-friendly Just Essentials in time to help shoppers find the best deals amid the rising inflation.

The new range comes as Brits tighten their purse strings due to the cost-of-living crisis.

Household spending power is now down by £40.38 per week to £205 – a drop of 16.5% year on year.

READ MORE: Asda’s Issa brothers could exit Boots sale over price wrangle

The Just Essentials range 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.

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 August 13. 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.

Asda Vice President Asda Brand and Propositions, Sam Dickson 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.

Click here to sign up to Retail Gazette‘s free daily email newsletter


Please enter your comment!
Please enter your name here