Asda shoppers looking to keep costs low on the weekly shop will find themselves limited on the amount of each item they can purchase from its Just Essentials range.
The supermarket chain says it has had to introduce a "temporary" ration on the amount of each item that shoppers can purchase in one go due to "soaring demand."
The restriction means that shoppers will now only be allowed to purchase three of the same item from the supermarket's value range until further notice. Asda launched the newly revamped Just Essentials range - which replaced its Smart Price range - back in May after receiving criticism from anti-poverty campaigner Jack Monroe.
Ms Monroe slammed the supermarket giant for cutting back on their budget-friendly ranges in some supermarkets at a time when shoppers were worried about the rising cost of living. However, it looks like they are having to cut back on their value range once more, after the supermarket chain claimed that "demand was outstripping availability."
The BBC reports that Asda claimed on Wednesday that demand for the range had seen an increase in sales that was a whopping 20% higher than the market average.
A spokesperson for Asda said: "Just Essentials is proving very popular with customers and we are working hard to improve availability across the range.
"To ensure as many customers as possible can buy these products, we are temporarily limiting purchases to a maximum of three of each product for a short period of time. We are sorry for any inconvenience this may cause."
News of the temporary restriction comes just as shoppers have been told that they could see their annual food bill rise by £571, as inflation soars to a record high of 12.4 per cent.
In a bid to help cash-strapped customers cut back on their weekly shopping bill, Asda launched the new Just Essentials range which they promised would be "the largest ever budget-friendly range."
The Daily record previously reported that the new value range already received some backlash from customers who said that its bright yellow packaging "embarrassed" poor families.
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