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Asda clashes with Waitrose in price battle over new ‘Just Essentials’ value range

// Asda is launching a new Just Essentials value range as the cost-of-living crisis continues to bite
// The new range offers 50% more choice than Asda’s current value range – Smart Price – which it will eventually replace

Asda has ramped up the price war between the supermarket giants after launching its new a budget range to compete with rivals as the cost of living crisis continues.

The grocer will roll out its Just Essentials range at all its stores and online in a bid to keep prices down however the move has already sparked a legal challenge from Waitrose, whose lawyers wrote to Asda claiming to have trademarked the ‘essentials’ name.

Waitrose, which has around 1,000 products in its Essential Waitrose range, said it was ‘surprised’ to hear Asda had used the name.

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A spokesman from the partnership said: ‘As we’ve also protected the name as a trade mark, we have raised this with Asda and are awaiting a response.’

An Asda spokesperson said: “The word ‘essentials’ is a generic and commonly used term by retailers to describe their value product ranges.”

The announcement came as Asda reported sales of £20.4 billion in 2021, 0.6% higher than 2020.

Its profits jumped by 42% in the same period to £693.1million under the Issa brothers’ ownership, as it managed to reduce its Covid costs.

The Just Essentials range includes 300, covering household essentials such as toilet roll and shampoo as well as fresh meat, fish and poultry, frozen items and cupboard staples will launch from May and will eventually replace its existing Smart Price budget range.

Asda said the range of products is ‘the biggest in the market’ and strengthens its position as the cheapest of the UK’s four biggest grocers.

Mohsin Issa said he hoped its new cut-price range would help Asda overtake Sainsbury’s to reclaim its position as the UK’s second-biggest supermarket, behind much bigger rival Tesco.

“We understand that customers are increasingly worried about the cost of living and want help to keep their grocery bills in check, while still being able to buy healthy and nutritious food for their families,” he said in a statement.

“Our new ‘Just Essentials’ range has been specifically designed with this in mind, combining our lowest prices with a much larger and more diverse range of great value products to meet all household needs.”

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The post Asda clashes with Waitrose in price battle over new ‘Just Essentials’ value range appeared first on Retail Gazette.



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