Asda are "embarrassing poorer families" with the design of their budget range some shoppers have claimed. But the supermarket giant has hit back saying they "don't understand why anyone would feel embarrassed for saving money."
The chain recently replaced its Smart Price range with a new Just Essentials range, their "largest ever budget-friendly range" which is intended to help shoppers combat rising costs.
It includes fresh meat, fish and poultry, bakery, frozen and cupboard staples as well as washing up liquid, toilet roll, shampoo and other toiletries and household essentials.
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However, the bright yellow design of the new range has led some people to claim that it stands out too much and gives "poverty markers" to shoppers reports the Mirror.. All previous Smart Price items had white packaging.
One shopper said the bright colour screams: “We are poor!” While another said it suggests “people on lower incomes should have a basket full of poverty markers”.
John Haken, of packaging firm WF Denny told the Sun the look was popular in the high-inflation 1970s. “As a shopper you should concentrate on your own needs" he added.
Asda said its customers were “loving” the range. A spokesperson said: “We don’t understand why anyone would feel embarrassed for saving money.”
A spokesperson 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 percent more than the Smart Price range it is replacing. Over 267 lines will be shoppable by August 13, and the remaining 26 products will land in stores by the end of the year.
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