To think the packaging on Asdas new essential range is actually quite nice?

[sweeneytoddsrazor]

So it seems Asda is under fire accused of poverty marking. This is because its new range of essentials is in bright yellow packaging.
Personally I like it, I think it looks fairly bright and cheerful and would quite happily buy a lot but not all of the items.

Is there literally anything that isn't offensive ffs? Poverty marking? All I see is people falling Iver each other to be the poorest, heat or eat declarations whilst smoking a fag. I live in a third world country where neither fuel or food or housing already provided and people actually do work to feed themselves.

I think it looks nice and cheerful but the quality is what I'd be more concerned with .
I really don't think anyone judges what is in someone's food trolley .
Some people are determined to find offence everywhere they can

Im in Canada and one of the main grocery stores has its own brand called ‘no name’ and it’s all bright yellow. No one thinks twice about people who do or don’t have bright yellow filled trollies.
I honestly don’t understand how this has become a news story. Food is food and everyone does what they can to feed their families, whether it’s with bright yellow packaging or otherwise.

People are ridiculous about stuff like this (and I have been very poor several times in my life before anyone piles on with 'oh but you wouldn't understand').

I still buy a range of brand levels and can't see the problem, because sometimes the cheapest brand is either exactly the same as more expensive brands or sometimes better due to fewer additives. Who cares what the packaging looks like? Seriously?

It really doesn't matter and I'd like to know what people who complain about this sort of thing would be happy about if they think the packaging is too plain, has the wrong words on it or is now too bright and cheerful.

I'm curious as to how much this rebranding cost and why they did it? Genuinely curious about what Asda gain?

How is it any different to when tesco value was those blue stripes?

Surely the whole point is for it to stand out on the shelf so customers can easily find it? That can't be a bad thing

Yes it means it's easier not to get distracted by fancy brands etc when looking for it. Just hone in on the yellow.

I like it, makes it easier to see. Even my teenager isn't embarrassed to buy it.

Asda is not ‘under fire’ they’ve generated some free press for their rebrand, surely?

I think it looks miles better than the smart price branding.

People complained about 'Smart Price' branding because they say that's also 'poverty marking' as it's plain and cheap, so I'm not sure they can win to be honest.

As for what Asda gain, perhaps brand loyalty for when some poorer shoppers become better off they'll still shop there? Cross subsidised with other products - not everyone will only buy value products, so they'll make more on the rest of the shop?

Some level of 'corporate social responsibility' that they'll probably be able to offset as a cost anyway? They've improved their lower price offering after a campaign by Jack Monroe who pointed out that if people do most of their shopping from the value range and it becomes unavailable, it massively increases the price of their shopping because the next level up, price wise costs a lot more.

I bought a load of it this week. Like it as easy to spot and tbh the quality has been great. One tin of chick peas is the same as another?!

Yep, no way has anyone genuinely complained about the packaging - nice one Asda!

Is anyone old enough to remember FineFare 'Yellow Label' products? Don't think anyone cared about 'poverty marking' 40 years ago.

Its packaging. Nothing wrong with it. I asked DD to get me chicken breasts the other day and this brand is what she brought home.

it was chicken. Nothing else.

Weird, DH and I were talking about exactly this yesterday plus all the flak Asda are getting. At the end of the day, no-one has to buy this stuff and I agree I think it looks OK. I wouldn’t think anything really if a shopper in front of me had a conveyer belt full of these products, so what 🤷‍♀️

I think it’s fine. I’ve bought plenty of stuff from the budget range, both before and after the change and wouldn’t consider myself to be poverty stricken. It’s sensible to buy the cheapest version of some things.

I am old enough to remember another supermarket doing this in the 80s- Finefare Supermarket they had Yellow Label brand.
I like the idea, makes it easier to find. Tesco have gone the other way with fake brands "Mollys", "Creamfields", "Willow Farm" etc. Makes it quite hard to find the value stuff.
I often buy value range stuff, I couldn't give a rat's arse what some random person thinks of me.
Anyone who judge's another person's shoppping must have a pretty sad life.

It's much nicer than the Smart Price branding. Who would be embarrassed about saving money in the current climate anyway?!

I'm not poor, we're not in poverty but we are trying to cut back our spending and I love this stuff! Super easy to spot 😁

They're a business. They want to produce things that sell. They don't want to put off their target audience. Either they've done their research and this is the end result, or they haven't and they'll learn from it. Tbh though i can imagine that when people are really counting the pennies it can be a pita looking at all the price tags fir every single item, and seeing the yellow packaging in that context would be reassuring that you've got the cheapest option.

I was just thinking how the cheesiest things used to be in plain white, then lots of up market companies took on plain white as chic packaging, probably unrelated, but still. Perhaps in future bright yellow will be the chic packaging choice of upmarket companies!

It looks quite nice to me. We buy a range from essential to premium products, depending on whether the lowest price is the best option or whether there's a nicer option. ASDA lemon curd and jalapenos are tastier than options from other shops, for example, so we wouldn't get them anywhere else. Perhaps it's privileged to not care what anyone thinks about my basket contents, but if someone is concerned please know that genuinely nobody else gives a shit what you're buying.

Ridiculous. This is easy to spot on the shelves. When you're incredibly stressed in the supermarket because you don't know if you can afford your shopping (been there) being able to locate the cheapest version of the pasta sauce / baked beans / tinned veg is a help, not shaming.