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The grocer will roll out its Just Essentials range at all its stores and online in a bid to keep prices down for shoppers struggling with the cost of living crisis.
By Archie Mitchell for The Daily Mail
Rival supermarket Waitrose says its own similarly-named discount brand "Essential" range is trademarked.
A new trademark dispute has opened up between UK supermarkets, ahead of the official launch of Asda's new range of 300 discount products.
Asda is scrapping its Smart Price range replacing it with the firm’s own Just Essentials products.