Asda announces an 8% reduction in its Just Essentials product line, now offering 296 items instead of 293.
- The reduction will affect availability both online and in-store, with several items being discontinued.
- Some products like chicken thighs and mild cheddar will be removed from the Just Essentials range.
- Despite fears of decreased choice, Asda plans to introduce new items including breaded fish fillets and prawns.
- Asda affirms their commitment to offering relevant products, with ongoing assessment of customer needs.
Asda has decided to cut its Just Essentials product range by 8%, reducing its selection from 293 to 296 lines. The changes will be implemented both online and across physical stores, impacting a variety of items. Products such as chicken thigh portions, mild white cheddar, red Leicester cheese, spaghetti in tomato sauce, diet cola, lemonade, and dishwasher tablets are among those to be discontinued.
In response to these changes, IPLC, a private label consultancy, highlighted the missing items and confirmed that seven new lines will be added to the range. These new additions include breaded fish fillets, chicken nuggets, and prawns, providing some balance to the reduced lineup.
This strategic move follows the debut of Asda’s Just Essentials in May 2022, which was introduced to help families manage rising costs during inflation. However, the range faced criticism for its bright yellow packaging, perceived as a ‘poverty marker’. Asda defended the design, stating that the vibrant yellow was intended to make products more noticeable and easier to locate both in-store and online.
Asda has communicated its ongoing commitment to meet customer needs by maintaining the right balance of products on their shelves. They have disclosed plans to introduce an additional three product lines in the upcoming months, continuing to evaluate what best serves their clientele.
The supermarket chain’s adjustments to their product offerings reflect their strategy to keep up with shifting consumer demands and market conditions, while still addressing public perceptions and criticisms.
Asda’s adjustments in the Just Essentials range highlight their ongoing strategy to align product offerings with consumer demands while managing market challenges.
