Asda has placed a limit on the number of items shoppers can buy from its new Just Essentials range.
Customers are no longer allowed to purchase more than three of the same items from its budget brand - although there is no limit on the overall number of products you can buy.
Asda said it has been forced to put the restrictions in place because the range has been so popular.
The supermarket said the ban will only be temporary but didn’t indicate when it could be lifted.
Are you worried about the rising price of food? Let us know by emailing: mirror.money.saving@mirror.co.uk
A spokesperson said: “We’re working hard to get the out of stock products back on the shelves as quickly as we can.
“To make sure as many customers as possible can buy these products we are temporarily limiting purchases to a maximum of three of each product.
“This will be for a short period and we will let you know as soon these limits are removed. We are sorry for any inconvenience this may cause.”
The product limit, which was first reported by The Sun, comes just three months after the Just Essential range was launched.
The new budget replaces the Asda Smart Price collection and contains fresh meat, fish and poultry, bakery, frozen and cupboard staples.
It also includes essential household and toiletry products, such as washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.
When we checked online today, some of the cheapest prices include 16p for spaghetti hoops, 20p for diet cola and 23p for spaghetti.
The supermarket says it will continue to sell Smart Price products until the phased roll-out of “Just Essentials” is complete.
It comes as the cost of living crisis continues to put pressure on households.
Inflation hit a new 40-year high of 10.1% in the 12 months to July - with the Bank of England warning that it could hit 13% by October.
The biggest contributor of rising inflation in July was food, according to the Office for National Statistics - with grocery inflation at 12.6%.
This is up from 9.8% in June, with inflation expected to rise further this year.
Are you worried about the rising price of food? Let us know by emailing: mirror.money.saving@mirror.co.uk
