Asda has added more than 50 new product lines to its popular refill zone at its flagship sustainability store in Middleton, Leeds. The supermarket has partnered with some of the UK’s most popular consumer brands including Coca Cola, Yorkshire Tea, Napolina, Tilda, Mars and Kellogg’s to bring the new product lines to store in refillable format, as it steps up its efforts to help customers reduce, reuse or recycle plastic packaging.
The refill zone has already proved to be extremely popular with customers since opening in October 2020, with several products outstripping packaged sales and many shoppers travelling from outside the local area to shop sustainably. Following the addition of the 50 new lines, customers will now have a choice of 76 different products in refillable format at the store.
Susan Thomas, Director of Commercial Sustainability at Asda said: “We have always said that working in partnership with other likeminded businesses will be vital if we are to persuade people to shop more sustainably. We are very pleased to secure the backing of some of the UK’s most recognisable consumer brands which means we can offer customers even more of their favourite products in refillable format.”
The changes in store are part of the supermarket’s test and learn approach, working with customers to understand what works for them and taking steps to help make sustainable shopping as accessible as possible.
Asda recently announced that it was rolling out its refill proposition to four more stores by the end of the year. The refill proposition is part of the supermarket’s commitment to remove 3bn pieces of plastic from own-brand products by 2025 and introduce over 40 refillable products by 2025.