Waitrose has become the first major supermarket in the UK to sell a refill pouch for olive oil.
Customers will be able to buy glass bottles of Citizens of Soil’s single estate extra virgin olive and then refill it with the brand’s pouches. The pouches have a carbon footprint that’s fifteen times lower than the glass bottles because they’re lighter and therefore require less fuel to transport them. The glass bottles also require more packaging to transport them.
When customers have washed and dried their empty pouches, they can drop them off at a soft plastic drop-off point at one of 295 Waitrose stores or send them back to Citizens of Soil by post.
Tom Shiel, Oil Buyer for Waitrose, said: “Citizens of Soil is a brilliant concept. They’re taking quality olive oil to a new level, and supporting small growers, while offering a more sustainable packaging option.”
NAM Implications:
- Regular users will find refillables convenient and economical.
- And Waitrose (and Citizens of Soil) will gain the innovator’s advantage in olive oil provision.
