Asda has reduced its Just Essentials product range by 8%, now offering 296 lines from a previous 293.
- The removal includes items like chicken thigh portions and white cheddar, affecting availability.
- Seven new items, such as breaded fish fillets, have been introduced, maintaining diversity in products.
- Three additional lines are planned for future addition to the range.
- The changes reflect ongoing monitoring to ensure relevant products are available to customers.
Asda, a prominent supermarket chain, has decided to decrease its Just Essentials product range by 8%. The range, which played a crucial role in catering to budget-conscious customers, now comprises 296 lines, a reduction from the previous 293. This change is effective both online and in physical stores, with notable items such as chicken thigh portions, mild white cheddar, red Leicester, spaghetti in tomato sauce, diet cola, lemonade, and dishwasher tablets being removed.
The decision to modify the range came in collaboration with private label consultancy IPLC. IPLC has provided a comprehensive list of items that were omitted from the range. Reportedly, to ensure a balanced and comprehensive selection, Asda has introduced seven new products. These additions include breaded fish fillets, chicken nuggets, and prawns, thus continuing to offer diverse choices to consumers.
Asda has further committed to introducing three more lines in the coming months, which signifies their proactive approach in managing their product offerings. The supermarket has explained that this decision is part of an ongoing process to monitor and adapt its range, aiming to have the right products available for its customers’ evolving needs and preferences.
The Just Essentials range initially replaced the previous Smart Price offering in May 2022. Its introduction was positioned as a measure to assist families affected by inflating prices. Despite its good intentions, the range was criticised for its bright yellow branding, which some individuals perceived as a ‘poverty marker’. Asda defended its decision by stating that the vibrant colour was intended to help customers easily locate the products both in stores and online.
These strategic changes in the Just Essentials range are part of Asda’s efforts to align their offerings with customer demands and market trends.
