We all know how much food costs have risen over the last year, so it's no surprise that more people are turning to supermarket budget brands.
But the demand for Asda's new Just Essentials range, following a rebrand of its Smart Price, has been higher than even the supermarket's own bosses could have predicted.
It arrived rather quietly, the old plain white labels being gradually replaced by the new bright yellow packaging. But it wasn't long before shoppers were making some noise about it - with some suggesting that the new colour stands out too much and acts as a 'poverty marker' in people's baskets and trolleys.
