Asda has opened the doors to its new refill supercentre in Milton Keynes, as it continues its drive to reduce plastic and help customers shop more sustainably.
The Bletcham Way store will stock over 70 branded and own-brand products sold loose in a dedicated refill zone, as well as within specific aisles.
The refill range includes branded products such as Taylors of Harrogate coffee, Kellogg’s cereals, Tilda rice as well as an extensive range of Asda-brand cereals, rice and pasta.
Other products include dry Mars pet food and treats for cats and dogs including Dreamies, Whiskas, Pedigree Mixer and Chappie and Procter & Gamble’s Aussie, Pantene, Head & Shoulders and Herbal Essences.
The Big 4 grocer said removing price as a barrier is essential to “persuade shoppers to embrace refill”.
As a result, all refill products are sold at the same price or cheaper than packaged equivalents as part of the supermarket’s Greener at Asda Price promise, which ensures that all loose products are sold at the same price or less per kg than packaged equivalents.
From today customers can bring their own containers and purchase unpackaged products or alternatively buy a reusable container in store and refill their containers
The refill areas in Milton Keynes are part of the supermarket’s strategy to encourage customers to change their shopping habits and drive down plastic usage.
The Milton Keynes refill store is the fourth opened by Asda, following the launch of its flagship store in Leeds last October and the recent opening in Toryglen, Glasgow and York.
“Opening our fourth refill store is a big step for us as we continue to work with our customers to
find out what steps they would like us to take to help them reduce their plastic use,” Asda director of commercial sustainability Susan Thomas said.
“We know that refill is a new way of shopping for customers and requires them to change their usual behaviours, but we have seen just like with self-service checkouts and the removal of single use plastic bags, customers can and will adapt to significant changes in the shopping experience.
“Bringing in a large number of household brand will also provide familiarity and help encourage customers to adapt as we continue to look at innovative ways to reduce, reuse and recycle our packaging.”