Social media users have slammed a shop reselling Asda Just Essentials meals – increasing the price by up to 106%.
Customer Jenny Turner-Reeves spotted the budget range at the shop Bexhill-on-Sea, Sussex, but noticed subtle rebranding.
The microwave meal covers have the distinctive yellow wrapper but the Asda logo and ‘Just Essentials by Asda’ have been covered up by white labels.
A spaghetti bolognese and beef lasagne shot up to £2.99 – over double the price of its £1.45 RRP.
A punnet of blueberries, which retail at 89p in the range, was seen with a £1.75 price tag, a 97% increase.
Bargain sweet and sour chicken with rice and sausage and mash meals were also marked up from £1.45 to £2.99, an increase of 106%.
The shop also stocked the supermarket’s old budget range SmartPrice but have scribbled out the branding on a packet of lard.
Jenny uploaded snaps of the meals on Facebook, saying: “So Asda decides to make an essential range to help those struggling now whatever your opinion is on it they tried.
“I went into a shop today and found the photos attached. This shows Asda meals which are under a pound each instore being resold for £2.99.
“If the shop felt this was acceptable why did they cover any evidence of where this food came from.
“I think it’s disgraceful that in these times people are still trying to do people out of pocket.
“I am contacting trading standards and Asda and hope they get what’s coming to them.”
Facebook users were left in shock at the brazen price inflation.
One person said: “This is truly shocking unbelievable xx [sic].”
Another social media user added: “Meanwhile those that really need the essentials range (and purchased it before tik tok made it go viral) are struggling to get items in stock and people like this make matters worse. Disgusting! [sic].”
“That’s shocking!!! Hope Asda sort them out!” added someone else.
Another Facebook user commented: “Absolutely disgusting!”
Another person wrote: “Ohh thats well bad .they have even covered over the logos with tape. definitely report x [sic].”
It comes just days after the supermarket introduced a ration on its Just Essentials value range, with shoppers limited to three of any given item.
Strong demand of the value products – which launched in May – has led to products becoming out of stock both online and in stores.
A spokesman for Asda told Jam Press: “Just Essentials is proving really popular at the moment and we’re working hard to get the out of stock products back on the shelves as quickly as we can.
“To make sure as many customers as possible can buy these products we are temporarily limiting purchases to a maximum of three of each product.
“This will be for a short period and we will let you know as soon these limits are removed. We are sorry for any inconvenience this may cause.”
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