ASDA has announced a guarantee which it has said will ensure that each refill product on offer in its stores will be cheaper than the packaged alternative.
It comes after it partnered with WRAP and Unilever to find out customer thoughts on how they could increase participation in the initiative which was first introduced in a selection of stores – including Glasgow’s Toryglen – two years ago.
Clear pricing was identified as the top priority, which led to Asda implementing the new refill pricing strategy. Other objectives were based on barriers to uncertainty and apprehension, with the experience set to be made ‘fun and enjoyable’ as well as greater communication.
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 customers looking at a number of ways they can reduce their environmental impact beyond refill, Asda’s 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 with products such as coffee and chocolate, and which have Rainforest Alliance accreditation.
Catherine David, director of collaboration and change at WRAP, said, “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”.
