Asda rations new budget range: Here’s what’s dividing customers and how it affects you

Weeks ago, Asda was praised for launching their new‘Just Essentials’ range to help customers struggling with the cost-of-living crisisafford staples. Although the bright yellow packaging was frowned upon by some for (quite literally) highlighting poverty, the initiative has proven a sweeping success with shoppers. Such a success, in fact, thatAsda has now decided to ration how much one customer can buy at a time, says The Manchester Evening News.

A rational approach?

Because the range has been running out in-store and online, customers are only allowed to buy three of each product in one shop.

While this may seem logical to provide everyone a chance to buy the budget products, not everyone is shopping for the same size of family. After all, splitting 3 packages of chicken breast between a family of 6 is much different than an individual being able to stock up on 3 packages of chicken breast for themselves.

One shopper shared on Facebook that she encountered a distressed woman at the till who had to sort through all of her groceries because she was unaware of the new, Asda-imposed limit. A commenter replied:

Whilst this is a good idea to allow all to benefit from the essential range, what if you're a big family i.e. 6 children and you want noodles or soup for dinner for example or need 3/4 packs of ham or chicken? Ideal in some cases and not in others in my opinion.

Divided opinions

Many other customers have agreed, with one stating:

Lockdown was a nightmare trying to do my monthly shop, they don't consider bigger families or that you're shopping for the vulnerable as well. They should take this on board.

However, some shoppers have rushed to Asda’s defense, arguing that they’re ‘sick of everything being out of stock.’

As for Asda, a spokesperson commented that the temporary limit is ‘necessary’ so that more customers can benefit from the budget, own-brand range. While Asda apologised for the inconvenience caused by their rational (or not-so-rational) approach, the spokesperson reassured shoppers:

Just Essentials is proving really popular at the moment and we’re working hard to get the out of stock products back on the shelves as quickly as we can.

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