Asda's much-heralded new basic food range hit the shelves this week - just in time for the long bank holiday weekend.
Plans for the range - which will eventually be stocked by all of the chain's 581 stores - was unveiled earlier this year, when Asda revealed it was axing its Smart Price range and launching an extended range under the Just Essentials brand.
Asda clashed with Waitrose when its plans were announced, as the up-market grocer claimed the name was too similar to its trademarked Essential Waitrose brand. It was revealed last month that Waitrose had dropped its threat of legal action.
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The full Just Essentials range will feature nearly 300 products, but they are being rolled out gradually, with the aim being to get all products in store by the end of the year. The supermarket is aiming for more than 130 products to be available by the end of June, with 267 lines as early as August 13. The remaining 26 products will land in stores by the end of the year.
The UK's biggest supermarket group, Tesco, moved away from Everyday Value range in 2016, replacing it with more subtle basic brands such as Willow Farm and the Hearty Food Company. Rival Sainsbury's followed suit in 2019, replacing Basics with brands such as Stamford Street and J James. There's nothing coy about Asda's new range though - the bright yellow packaging is designed to jump out of the shelves.
As well as food, the range will include more than 20 essential household and toiletry products like washing-up liquid, toilet roll, laundry powder, shampoo and conditioner. Also on offer will be meat. poultry, bakery, fruit & veg and store cupboard staples, with fishcakes, salmon portions and braising steak coming on line this month.
For the time being though, the Just Essentials items shoppers can get their hands on are limited to nine items. For those keen to give them a go, there is a choice of four pizzas, plus two ready meals, scones, garlic bread and a whole chicken to try.
Sam Dickson, vice president of Asda brand and propositions, said: “Nine out of ten of our customers have told us they are concerned about the cost of living crisis, with 44% of them saying they’re actively looking for ways to make their grocery budget go further. We’ve developed Just Essentials by Asda to offer our customers the same value they know and love from our Smart Price range, but across a much larger and more diverse range of products, and with a bold brand that is hard to miss."
We've taken a look at some of what's on offer so far and compared it to value lines available at the other big three supermarket chains.
Garlic baguette
Asda Just Essentials: 32p (170g)
Tesco Hearty Food Co: 32p (170g)
Sainsbury's Stamford Street: 32p (170g)
Morrisons Savers 170g: 32p (170g)
Verdict: Just pick one up wherever you are - they are all the same price
Macaroni Cheese
Asda Just Essentials: £1.18 (400g, chilled)
Tesco Hearty Food Co: £1.99 (400g, chilled) 0r 75p (400g, frozen)
Sainsbury's Stamford Street: £1.25 (300g, chilled) or 85p (300g, frozen)
Morrisons Savers: £1.30 (400g, chilled)
Verdict: Asda's Just Essentials is the cheapest chilled macaroni cheese, although you can go quite a bit lower at Tesco if you don't mind frozen
Whole fresh chicken
Asda Just Essentials: £2.48 (1.2kg)
Tesco Willow Farm: £2.89 ( 1.2-1.6kg)
Sainsbury's British Fresh Chicken (no value ra nge available): £2.79 ( 1.1-1.35kg)
Morrisons Whole Chicken (no value range available): £4.25 (1.4kg)
Verdict: If you hit lucky and find a chicken at the top of its weight range, Tesco is cheapest. Morrisons is the most expensive, even allowing for the 3 for £10 offer running at the moment.
Cheese and Tomato Pizza
Asda Just Essentials: 99p (300g, chilled)
Tesco Hearty Food Co: 99p (300g, chilled) or 66p (314g, frozen)
Sainsbury's Cheese Pizza (no value range available): £1.09 (329g, chilled)
Morrisons Savers: 89p (270g, chilled)
Verdict: Although slightly smaller, Morrisons is the cheapest at 89p. Go frozen and you can pick up a Tesco Hearty Food pizza for 66p
Scones
Asda Just Essentials 10 sultana scones: 49p
Tesco HW Nevills 10 sultana scones: 49p
Sainsburys 4 Juicy Sultana Scones: £1 (no value range available)
Morrisons Saver 10 sultana scones: 65p
Verdict: Avoid Sainsbury's and Morrisons for your Jubilee Tea.
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