Asda has announced a new ‘refill price promise’ which guarantees that each of its refill products will be cheaper than standard packaged alternatives as part of its new refill proposition.
The supermarket first introduced refill two years ago and has continued to test the concept to improve its appeal with consumers.
Asda recently partnered with WRAP and Unilever to find the customer barriers to participation in the refill scheme.
Clear pricing was found to be the top priority, leading to the supermarket implementing the new refill pricing strategy. Other key objectives which were developed based on the barriers discovered; combat uncertainty and apprehension and make the experience fun and enjoyable have also led to changes with greater customer communication and a focus on four key categories – cereals, pet food, store cupboard (including snacks, tea and coffee) and rice, pasta and pulses.
The Middleton (Leeds), Toryglen (Glasgow), York and Milton Keynes stores will now adopt the following features and products:
- Four dry refill bays, with cereals including favourites such as Kellogg’s Cornflakes, Bran Flakes and Coco Pops, Asda branded cereal included newly added Extra Special Cherry & Berry Museli and Triple Choco Crisp.
- A rice and pasta bay featuring Napolina pasta and Asda branded rice as well as a store cupboard bay which has products such as almonds, Yorkshire Tea, Taylor’s of Harrogate coffee, Maynards Wine Gums, Cadbury’s Giant Buttons, Haribo Jelly Beans and Rhubarb and Custard.
- A pet bay which includes Dreamies Cat Treats, Chappie, Pedigree, Harrington’s dog food, Wagg and Chappies dog food, Iams dog and cat food as well as bird food. (pet food will be installed in Toryglen next year)
- Continuation of Unilever prefill products such as Radox shower gel, Alberto Balsam and Simple hand wash prefills, Persil laundry prefill as well as CIF eco refill at home.
- A new lowest-priced reusable bag sold at 10p after customers said that they find bringing back multiple containers too bulky and hard to carry.
“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,” said Susan Thomas, Asda Senior Director of Sustainable commercial activity.
“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.”
Catherine David, Director of Collaboration and Change at WRAP, 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”.
