ASDA will axe its Smart Price value range and replace it with a new Just Essentials line as the cost of living crisis continues.
The supermarket revealed it will discontinue the old basics range and introduce 300 new products to stores.
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It will have 50% more products than Smart Price but will still offer customers “the same great value”, Asda said.
The new value range will be in stores from May and will be rolled out across the summer.
Eventually the full range will be stocked in all 581 Asda stores as well as online.
The grocer confirmed that it will continue to sell Smart Price products until they are replaced by Just Essentials.
The line will include fresh meat and fish, bakery, frozen and cupboard staple items, as well as more than 20 household products such as washing up liquid and shampoo.
Asda has 200 products listed under its Smart Price and Farm Stores range currently.
It recently pledged to stock the cheaper products at all of its stores in response to pressure from campaigners over rising prices.
It comes as families are struggling with the rising cost of living, with energy bills and food costs on the rise.
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Millions of households are facing a £700 a year hike to gas and electricity prices from Friday.
Meanwhile, supermarket shopping prices are going up, with inflation hitting 6.2% last week.
Mohsin Issa, Asda’s co-owner, 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.”
Other supermarkets also have value ranges aimed at customers on a tighter budget.
Sainsbury’s value line used to be called Basics but has since been replaced with a variety of names including Hubbard’s and Stamford Street.
Tesco has also axed its Everyday Value line, instead opting for a range of different names for its own-brand products.
Meanwhile, Morrisons has more than 250 products in its Savers range.
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