Asda first introduced refill two years ago and has since been testing and learning, working with customers to find what most appeals to them. Asda has partnered with WRAP and Unilever, with funding from Innovate UK, to find out customer barriers to participation, so it could look at ways it can increase participation.

Clear pricing was the top priority, emphasised by the cost of living crisis, leading to the supermarket implementing a new refill pricing strategy. Other key objectives which were developed based on the barriers discovered; 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.”

With customer’s looking at a number of ways they can reduce their environmental impact beyond refill, Asda’s three biggest refill zones will introduce new product ranges to help customers reduce energy at home, save money and shop more sustainably.

Catherine David, Director of Collaboration and Change, WRAP, “Reuse and refill will have big role to play in changing our ingrained shopping habits and weaning ourselves off single use plastic – essential in the transition to a circular economy for plastics. 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. 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”.

For more information visit corporate.asda.com
Image” Asda