Asda is now facing a legal battle with Waitrose just days after announcing its new budget range.
As the cost of living crisis continues, the Leeds-based supermarket giant made the decision to launch a new and larger value range and axe its current Smart Price range. The new range will be called 'Just Essentials' and is said to comprise of 300 products, double the current Smart Price range.
It will be rolled out in May but Waitrose has said it has sent a legal letter to its rival over the brand name. Waitrose runs its own version of a discount brand named 'Essential Waitrose'. As reported by the Guardian, a Waitrose spokesperson said: "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."
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