We think that the range name 'smart price' de-values the products. We have come up with a range of other names which could help with the re-branding of the range:
Too needy and like a job interview
Asda Necessities - Tag line/advertisements - Look for your bare necessities (on aisle 3).
Funny and makes you sing
Chosen Range Name - Asda Necessities
The name we have chosen is simple, and says everything that it is, people's life necessities.