Asda has an expansion of its refill range at its flagship sustainability store in Middleton Leeds, with the addition of 50 new product lines.
The Big 4 grocer has partnered with some of the UK’s FMCG brands including Coca Cola, Yorkshire Tea, Napolina, Tilda, Mars and Kellogg’s to bring the new product lines to store in refillable format.
The expansion is part of Asda’s efforts to help customers reduce, reuse or recycle plastic packaging.
The new range of products available in the grocer’s refill zone includes prefilled one-litre glass bottles of Coca-Cola Original Taste and Zero Sugar, which can be returned to the store when empty and deposited into a reverse vending machine.
As a result, customers get 20p off their shopping for each deposit, while Coca Cola clean and reuse each bottle.
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The refill zone also includes an increased range of cereals, which includes Kellogg’s Special K, Bran Flakes and Crunchie Nut Corn Flakes Nestle’s Shredded Wheat Bitesize as well as Asda Own Brand Cornflakes and Rice Snaps, alongside, range of Yorkshire Tea products such as Original, Decaf and Gold tea bags as well as loose tea.
It also features ore dried products such as Napolina Rigatoni, fusilli, penne pasta and Tilda basmati and jasmine rice.
According to the Big 4 grocer the refill zone has already proven to be “extremely popular” with customers since its launch in October last year, 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.
“We have always said that working in partnership with other like-minded businesses will be vital if we are to persuade people to shop more sustainably,” Asda commercial sustainability director Susan Thomas said.
“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 made to the Middleton site are part of Asda’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.
It recently announced that it was rolling out its refill proposition to four more stores by the end of the year – Rugby, Milton Keynes, York and its first refill offer in Scotland at the Glasgow Toryglen store.
The refill proposition is part of Asda’s pledge to remove three billion pieces of plastic from own-brand products by 2025 and introduce over 40 refillable products by 2025.