Marks & Spencer has introduced its ‘Fill Your Own’ concept to a third site. Over 50 lines at the group’s new ‘test and learn’ food store in Staines are offered as a refillable option.
The range includes pasta, rice, cereal and confectionery, along with a new feature offering refillable frozen fruit such as mango, pineapple and raspberries.
The retailer said that customer demand for Fill Your Own had remained strong since it was first introduced to M&S stores in Hedge End last December and Manchester in March this year. Despite shifting consumer behaviour during the pandemic, the retailer revealed that over 40% of the lines are currently outselling the packaged alternatives.
Other chains including Waitrose and Asda have been testing the refill concept as part of industry moves to reduce the use of plastic and become more sustainable.
Paul Willgoss, M&S Food’s Director of Food Technology, commented: “As we continue testing and learning from Fill Your Own, it’s clear that demand for refillables remains strong. We know families particularly enjoy shopping the concept as a fun activity, so our new store in the popular Staines shopping centre is the ideal next location for Fill Your Own.
“But most importantly, our customers care about the issue of plastic and this initiative is just one part of our plan to help them reduce, reuse and recycle – because we know our actions today will help to protect the planet tomorrow.”
NAM Implications:
- Could this be about value for money for pressured household budgets?
- And what about brand-reinforcement via cupboard/fridge brand-pack presence?
- Perhaps a mini-market opportunity for branded re-fill containers?
- Every little helping, and all that…
