ASDA slammed for embarrassing poorer customers with bright yellow labels on budget range

ASDA’S neon yellow budget range has been blasted for embarrassing poorer customers at the supermarket’s checkouts.

The retailer has replaced its plain white Smart Price items with Just Essentials which are designed to stand out.

But one shopper said the bright colour screamed: “We are poor!”

Another said it suggested that “people on lower incomes should have a basket full of poverty markers”.

The range will comprise almost 300 products including meat and fish.

John Haken, of packaging firm WF Denny, said the look was popular in the high-inflation 1970s.

He said: “As a shopper you should concentrate on your own needs.”

Asda claimed its customers were “loving” the range, adding: “We don’t understand why anyone would feel embarrassed for saving money.”