Asda has been criticised for the design of packaging on its new low-cost range as shoppers will be filling their baskets and trolleys with bright yellow 'poverty markers'. Asda has replaced its Smart Price range - in mostly white packaging - with bright yellow Just Essentials.
The supermarket says it is the "largest ever budget-friendly range", including food, toiletries and household essentials. But the bright yellow design has led some people to claim that it stands out too much and gives "poverty markers" to shoppers, reports The Mirror.
One shopper said the bright colour screams: “We are poor!” Another said it suggests “people on lower incomes should have a basket full of poverty markers”.
The range will comprise almost 300 products including meat and fish. 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.” Asda said its customers were “loving” the range.
A spokesperson said: “We don’t understand why anyone would feel embarrassed for saving money.”
Asda said the new line ‘is set to become the largest budget-friendly essentials range in the market’, comprising of 293 products so far. That’s 50 per cent more than the Smart Price range it is replacing.