Shoppers have called out Asda supermarket over the design and colour of its expanded budget range, claiming that it is "embarrassing poorer families".
The supermarket chain has changed its white-packaged Smart Price value products to the more brightly designed Just Essentials range.
The supermarket chain has said it will be the "largest ever budget-friendly range" to help shoppers combat rising costs.
The new range will span across fresh meat, fish and poultry, bakery, frozen and cupboard staples. Household items such as washing up liquid, toilet roll, shampoo and conditioner are also included.
However, the bright yellow design has led some people to claim that it stands out too much and gives "poverty markers" to shoppers.
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”.
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’, featuring 293 products.
That’s 50 per cent more than the Smart Price range it is replacing.
Over 267 lines will be shoppable by August 13, and the remaining 26 products will land in stores by the end of the year.
