Asda is limiting how many items customers can purchase from its new budget range, ‘Just Essentials’.
The supermarket giant said shoppers will now only be allowed to purchase a maximum of three items per product.
The retailer added that the temporary ban will be in place until ‘further notice’.
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Asda has introduced the ban after admitting they are struggling to keep up with the high demand for the range.
The line, identifiable by its bright yellow packaging, launched earlier this year. It replaced their previous Smart Price range.
It is made up of 300 products, spanning across both food and non-food items.
The budget range received backlash after it launched earlier this year after the new packaging was dubbed ‘embarrassing’ and ‘poverty shaming’.
Food poverty campaigner Jack Monroe criticised the supermarket for cutting back its budget ranges in some stores.
Despite this, the range has proven extremely popular, with shoppers posting on social media that they are struggling to get their hands on the items as shelves are left bare.
Last month Asda said sales of the range were growing at 19% ahead of the market,
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An Asda spokesman said the restrictions were temporary measures, which it hoped to lift soon.
“Just Essentials is proving very popular with customers and we are working hard to improve availability across the range,” he said.
”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. We are sorry for any inconvenience this may cause.”
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