UK retailer Asda has restricted the purchase of its budget food range, ‘Just Essentials’, to a maximum of three of each product per customer to ensure the products are available to “as many customers as possible.”

‘Just Essentials by Asda’ comprises of 293 products, 50% more than the Smart Price range it replaced. The range has vibrant yellow packaging and bold text, along with “simple” product names with the intention to stand out on shelves and online. 

Asda announced the Just Essentials range in March and the products were made available for consumers from May. The full range is stocked in all 581 food stores and consists of fresh meat, fish and poultry, bakery, frozen and more.

Moving forward  

An Asda spokesperson said that its Just Essentials range is proving “really popular” at the moment and that the retailer is “working hard” to get the out-of-stock products back on the shelves “as quickly as they can.”

The spokesperson added: “This will be for a short period and the supermarket will let consumers know as soon these limits are removed.  

“We are sorry for any inconvenience this may cause.”