Asda has announced a new “refill price promise”, which the supermarket says guarantees that each refill product will be cheaper than packaged alternatives as part of its new refill proposition.
The supermarket first introduced refill two years ago and says it has been continually testing, learning and working with customers to find what most appeals to them.
Asda says it has partnered with WRAP and Unilever, with funding from Innovate UK, to uncover customer barriers to participation, so it could look at ways it can increase participation.
Commentating on the announcement, Catherine David, Director of Collaboration and Change, WRAP, said: “Reuse and refill will have a big role to play in changing our ingrained shopping habits and weaning ourselves off single-use plastic.
“The research we conducted in partnership with Asda and Unilever has provided rich learnings that are enabling us to better understand what’s needed to get customers trying reuse and refill and keep them coming back.
We know we need to make this an easy and cost-effective process and Asda are showing how this is possible.
“We know we need to make this an easy and cost-effective process and Asda are showing how this is possible. They should be commended for their leadership on reuse and refill, and we look forward to seeing more action from supermarkets and brands on this critical system change.”
The supermarket says that the main barrier it found was clear pricing, which is emphasised by the cost of living crisis. Asda says this has led to it implementing a new refill pricing strategy.
Asda continues that it also worked to combat uncertainty and apprehension amongst customers while making the refill experience “fun and enjoyable”, which has led to improved customer communication.
Cadbury’s Giant Buttons, Maynards Wine Gums as well as Harringtons and Wagg pet food will all be introduced at its refill stores, Middleton (Leeds), Toryglen (Glasgow), York and Milton Keynes, with shoppers able to bring their own containers or buy a reusable container in-store, Asda says.
Refill allows customers to buy the exact amount they need, helping them stick to budgets
Asda says its three biggest refill zones in York, Middleton and Milton Keynes will introduce new product ranges to help customers reduce energy at home and save money, promote reusable containers for lunch times, reduce food waste and shop more sustainably for products such as coffee and chocolate, which have Rainforest Alliance accreditation.
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.”
