Asda's refill and reusable packaging strategy is refreshed

Refill reset: Asda sets ‘refill price promise’ and refreshes reusable packaging strategy

UK supermarket chain Asda has refreshed its refill strategy, and has committed to making refilling products in reusable packaging cheaper than packaged alternatives.

Dubbed its ‘refill price promise’, the grocer is mixing up its packaging strategy by ramping up its communication in this area and focusing on four key areas: cereals; pet food; store cupboard (including snacks, tea, & coffee); and rice, pasta, & pulses. New products are being made available as refill too, including Cadbury’s Giant Buttons, Maynards Wine Gums, and Harrington’s and Wagg pet food.

Consumers can purchase these goods from dispensers in four stores across the UK, and take them home in reusable packaging. The aim is to reduce the amount of single-use packaging involved in the supermarket’s operations as it looks to become a greener grocer.

Asda first introduced refill two years ago and has been continually testing and learning, working with customers to find what most appeals to them. The refill stores are in Middleton (Leeds), York, Toryglen (Glasgow), and Milton Keynes.

The latest changes to reusable packaging and refill policy come after Asda partnered with environmental group Wrap and Unilever, backed by funding from Innovate UK, to understand what was stopping customers using the services.

From the research, clear pricing was the top priority among consumers – emphasised by the cost-of-living crisis. Asda also said it needs to “combat uncertainty and apprehension and make the experience fun and enjoyable”.

Susan Thomas, Asda senior director of sustainable commercial activity, said: “We know the cost-of-living crisis is having a big effect on our customers, so it is important we recognise this in the refill space through our refill price promise and ensure customers are getting an even better deal.

“As well as being cheaper, refill allows customers to buy the exact amount they need, helping them stick to budgets, while at the same time reducing food waste at home.”

Asda’s refill stores will each have four dry refill bays, with cereals such as Kellogg’s Cornflakes, Bran Flakes and Coco Pops, as well as Asda-branded cereal. There will also be a rice and pasta bay featuring Napolina pasta and Asda-branded rice, and a store cupboard bay which has products such as almonds, Yorkshire Tea, and Haribo Jelly Beans.

The pet bays will includes Dreamies Cat Treats, Chappie, Pedigree, Harrington’s dog food, Wagg, and Chappies dog food, Iams dog and cat food as well as bird food. However, pet food won’t be added to the Toryglen store until next year.

There will be a selection of prefilled laundry, hygiene, and cleaning products too.

And shoppers will be able to purchase a reusable bag sold at 10p after consumers told Asda that they find bringing back multiple containers too bulky and hard to carry.

[Image credit: Green Retail World]

Leave a Reply