Asda has pledged to rollout its ‘Smart Price’ value range to all stores across the UK following social media.
The supermarket chain’s value range has always proved popular with shoppers keen to keep things on a budget as it includes items such as a 15 pack of eggs for £1.18, a can of peas for 21p, carrots for 20p, and 500g of pasta for just 29p – but many have pointed out its limitations in recent weeks, and have raised questions as to why it’s not available in every branch.
The ‘Smart Value’ range is currently made up of 200 items in total, and 150 of those are only available in 300 stores.
Asda says its decision to extend the rollout of the range comes after food writer and anti-poverty campaigner Jack Monroe – who began her career back in 2015 sharing recipes she had created as a single parent with a young son to feed families for less than £10 – took to Twitter back in mid-January to give examples of price increases she had noted at her local supermarket in the past year.
Jack said in her initial tweet: “Woke up this morning to the radio talking about the cost of living rising a further 5% [and] it infuriates me the index that they use for this calculation, which grossly underestimates the real cost of inflation as it happens to people with the least.”
She continued: “The system by which we measure the impact of inflation is fundamentally flawed [and it] completely ignores the reality and the real price rises for people on minimum wages, zero hour contracts, food bank clients, and millions more”.
ADVERTISEMENT
“The margins are always, always calculated to squeeze the belts of those who can least afford it, and massage the profits of those who have money to spare,” she added.
Crucially, she claimed that “nothing demonstrates that inequality quite so starkly as tracking the prices of ‘luxury’ food vs ‘actual essentials’.”
Jack’s Twitter thread not only went on to amass thousands of likes and retweets, and generate an important conversation, but it also inspired Asda to make some changes to “help our customers”, and so the retailer confirmed in a statement that it would almost double the number of stores that offer the ‘Smart Price’ range to all 581 of its locations.
ADVERTISEMENT
Asda is rolling its ‘Smart Price’ value range to all stores across the UK / Credit: Flickr
Announcing the range rollout in a statement this week, Meg Farren – Chief Customer Officer at Asda – said: “We want to help our customers’ budgets stretch further and have taken on board the comments about the availability of our Smart Price range made by Jack Monroe.
“We are taking steps to put our full Smart Price and Farm Stores ranges in store and online to make these products as accessible as possible.”
Jack has welcomed the retailer’s response to the conversation, sharing news of Asda’s cheap food promise on Twitter saying simply: “Well, that went rather well.”
The supermarket has already added 100 Smart Price and Farm Stores products to its website this week, increasing the total online range to 187 products.
This will rise to 200 by the end of February, with all 200 products in stores by 1 March.
Featured Image – Asda Corporate
Trending
Bolton Wanderers sign young Celtic striker on loan
Danny Jones
Bolton Wanderers have signed young Celtic forward Johnny Kenny on loan for the rest of the season, rounding off a busy January transfer window with a final bit of business on deadline day.
All told, that’s seven new arrivals brought in this month as the League One side looks to continue their promotion push.
The Republic of Ireland international Johnny Kenny is just the latest among a number of offensive reinforcements, with Steven Schumacher looking to both increase his side’s goal output and further shore up the defence.
Still just 22, Kenny has already shown plenty of potential back in the Scottish Premiership, and now the fans will see how he takes to life in the English third tier.
Already scoring six times and registering a couple of assists in 22 appearances across all competitions so far this campaign, the Sligo-born striker is just a couple of contributions away from chipping in with his best overall tally in the league over a full term.
His best senior spell overall came on loan in the Republic of Ireland, where he scored a baker’s dozen of goals and assisted three times for Shamrock Rovers.
While perhaps not the most competitive league, he’s certainly taken some of that form back to his parent club in 2025/26, and now Celtic will get an even better sense of where his level is at right now – as will Bolton Wanderers.
Addressing the supporters deal in a club statement, Schumacher said: “We’re delighted to have signed Johnny to continue a really strong month. He is a player who we rate very highly and is someone we identified last summer as someone who would really strengthen our attacking options.
“He’s since played regularly and scored goals at a high level, so [he] will be a big addition for us. We didn’t think he would be available during this window, but once we were made aware Celtic would allow him to leave on loan, we acted really quickly to get the deal done.”
With other acquisitions such as attacking midfielder Ruben Rodrigues and winger Corey Blackett-Taylor, who has already scored on his debut, there’s suddenly some real squad depth to draw from.
As for Kenny, the promising youngster has every intention of quickly becoming the main man at the Toughsheet Stadium, taking on the number nine shirt.
Speaking in his first full interview as a Trotter, Kenny admitted that the interest has been there for some time and that the deal has been a longer process than the eleventh-hour nature might suggest, but reiterated that Bolton “reached out to [him] a lot during the summer.”
He’s made it clear that his aim is not only to increase his regular first-team minutes but also to make sure he is well and truly in the final national team picture.
Ireland are yet to find out if they qualify for the 2026 World Cup – pending a tricky playoff tie this March – but Kenny clearly wants to make sure there’s no doubt in terms of selection should they make it through the challenge.
Elsewhere in the EFL, another big attacking loan deal was done by local promotion rivals Stockport County, who have managed re-sign Louie Barry for a third spell.
Louie Barry returns to Stockport County for a third loan spell
Danny Jones
One of the most popular Stockport County stars, whether that be a permanent player or a loan signing, has returned to the club by popular demand: Hatters, rejoice, because Louie Barry is back at Edgeley Park.
In one of the most heavily rumoured January transfer deals of this window, Aston Villa youngster academy product Louie Barry has been confirmed for a third County stint, getting reacquainted with Stockport on deadline day.
Having come through not only Barcelona’s famous ‘La Masia’ system, but West Brom’s youth setup and then Aston Villa, his most successful spells of senior football have come at the Greater Manchester club.
Parent club Villa recalled him only to send the youth prospect back out on two other lacklustre loans (much to the disappointment of County supporters), but now he’s going back to well, and is hopefully set for a return to form. Unveiled in a dramatic video at the local Plaza Theatre, fans are already buzzing.
Who doesn’t love a bit of old-fashioned paegantry, eh?
Still just 22 years old, Louie Barry remains highly rated by his foremost employers, but has had few opportunities to try and impress his parent club.
Barring a handful of cup appearances, the Sutton-born attacking midfielder – often deployed as a winger during his two previous terms – the majority of his professional minutes have been with County.
His second visit to the then-League Two side was even better than his first, and all told, he scored 25 goals in 45 games, not to mention more than a dozen assists across his appearances off the bench and an increasing number of starts as he became an increasing talisman in the team.
Unfortunately, one thing that has been consistent throughout his professional career thus far is struggles with injuries, which have certainly derailed his last two loan deals to Hull City and Sheffield United.
It remains to be seen whether he is at the level of the Championship or beyond, but with the now third-tier outfit currently chasing promotion, this may prove to be the perfect test.
Should be able to stay fit, it goes without saying that he’ll quickly knit back into the first-team squad, and with fellow fan favourite Isaac ‘Tanto’ Olaofe having also been re-signed on a half-season loan deal, it’s been a popular period of recruitment overall.
Pair these deals with the signing of Adama Sidibeh, and suddenly, manager Dave Challinor has some real strength in depth when it comes to offensive options.
What do you make of the acquisition, Hatters? Will three prove to be the magic number, and could another promising visit to SK3 be the start of a potential permanent deal somewhere down the line?
You can see Louie Barry’s first full interview back as a Stockport County player down below.
Barry is aiming to be back fit soon, though it’s unclear if there is an option to buy in the contract.
Emily Sergeant -
9th February 2022 
