Asda has hit back at claims that its budget range of food is "embarrassing" for struggling shoppers.
The supermarket has launched a new Just Essentials range with bright yellow packaging - which some customers say draws attention to people buying the cheaper products.
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”.
However, Asda has argued that people should not be “embarrassed for saving money ”.
The new Just Essentials line replaces the Asda Smart range, which was in white packaging.
The supermarket said its customers were “loving” the new line of food.
A spokesperson said: “We don’t understand why anyone would feel embarrassed for saving money.”
Asda said its Just Essentials line is the “largest ever budget-friendly range” to help shoppers combat rising costs.
The new line comprises 293 products so far. This is 50% more than the Smart Price range it is replacing.
Fresh meat, fish and poultry, bakery, frozen and cupboard staples are included in the range.
It also includes washing up liquid, toilet roll, shampoo and conditioner.
Sam Dickson, vice president of Asda brand and propositions, previously said Just Essentials was launched to “meet all household needs” with a “bold brand that is hard to miss.”
Over 267 lines will be shoppable by August 13, and the remaining 26 products will land in stores by the end of the year.
Asda will stock the full range in all 581 of its food stores, as well as online.
The supermarket says it will continue to sell Smart Price products until the phased roll-out of “Just Essentials” is complete.
Sam Dickson, vice president Asda brand and propositions, 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.”
John Haken, of packaging firm WF Denny told the Sun the look was popular in the high-inflation 1970s.
He added: “As a shopper you should concentrate on your own needs.”
