Asda launches ‘refill price promise’ to guarantee cheaper refill products

Asda is rolling out a new ‘refill price promises’ to guarantee that each of its refill products will be cheaper than their packaged alternatives.

The new refill proposition comes as the Big 4 grocer has partnered with Wrap and Unilever using funding from Innovate UK to find out how to increase customer participation.

The research found the top priority to be clear pricing, while other key objectives now look to combat uncertainty and apprehension, as well as to make the experience fun and enjoyable.

As a result of the customer feedback, its refill stores in Middleton, Toryglen, York and Milton Keynes will be adopting four dry refill bays with its cereals including Kellogg’s Cornflakes, Bran Flakes and Coco Pops as well as a range of Asda branded cereal.

Napolina pasta and Asda branded rice will be added to the rice and pasta bay while store cupoard items include Cadbury’s Giant Buttons and Maynards Wine Gums.

The pet bay will include options such as Dreamies Cat Treats, Chappie, Pedigree, Harrington’s dog food and bird food.


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As well as the revamp, Asda has lowered the price of its reusable bag to 10p as shoppers claimed bringing back multiple containers was too bulky.

“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,” Asda senior director of sustainable commerical activity, Susan Thomas said.

“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.”

Wrap director of collaboration and change, Catherine David added: “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”.

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