Waitrose has sent a legal letter to Asda after the rival supermarket unveiled its new discount product range, according to reports. Asda is planning to axe its Smart Price range and replace it with new Just Essentials by Asda products from May.
It said 300 ‘Just Essentials’ items would be sold in more than 500 shops, with the retailer calling it the ‘largest budget-friendly essentials range in the market’. It plans to roll out the new range to replace Smart Price over the summer.
But Waitrose says the branding is too similar to its own Essentials range, which was launched in 2009. Asda says 'essentials' is a 'commonly-used term' for discount product ranges.
Waitrose, which is owned by the John Lewis Partnership, said it had written to Asda raising trademark concerns and was awaiting a response. A spokesman told the BBC : "We were surprised to hear that Asda is launching an essentials range as the Essential Waitrose brand has been in use since 2009 and has built up a strong reputation for value, quality and higher welfare standards in that time. As we've also protected the name as a trademark, we have raised this with Asda and are awaiting a response."
The range will include household essentials such as toilet roll along with frozen items and store cupboard staples. An Asda spokesperson said: "The word 'essentials' is a generic and commonly used term by retailers to describe their value product ranges."
Food campaigner Jack Monroe criticised Asda last month for taking value ranges off its shelves. She said prices had been raised at a time when many household budgets are being squeezed.
Mohsin Issa, co-owner of Asda, said: “We understand that customers are increasingly worried about the cost of living and want help to keep their grocery bills in check, whilst still being able to buy healthy and nutritious food for their families. Our new Just Essentials range has been specifically designed with this in mind, combing our lowest prices with a much larger and more diverse range of great value products to meet all household needs.”
