Asda has temporarily limited purchases of its new budget range Just Essentials, citing soaring demand. Customers can now buy a maximum of three items per product until further notice.
The supermarket launched Just Essentials in May, expanding its low-cost product line to help shoppers with the rising cost of living. The move followed criticism from food poverty campaigner Jack Monroe over Asda cutting back budget ranges in some stores.
Asda reported that sales of the range are growing almost 20% faster than the market average. A spokesman said: "Just Essentials is proving very popular with customers and we are working hard to improve availability across the range. To ensure as many customers as possible can buy these products, we are temporarily limiting purchases to a maximum of three of each product for a short period of time."
The restrictions come as food prices soar, with consumers paying a record £571 more on average for groceries than last year, according to Kantar data. Inflation hit 9.9% in August, with food prices rising at their fastest pace since 2008, partly due to the war in Ukraine.
Asda's new value range, featuring 300 products, replaced its smaller Smart Price range. The supermarket has faced criticism that the bright yellow packaging "stigmatises" hard-up shoppers, a claim it rejects.
