Waitrose is extending a scheme that gives shoppers the option of buying food, drink and cleaning products in refillable containers as part of the retailer’s drive to reduce plastic waste.
Waitrose began testing the ‘Unpacked’ concept at its Oxford store in June. Around 200 products were taken out of their packaging to assess how customers might be prepared to shop differently. This included double the usual amount of fruit and vegetables package-free, a frozen fruit pick and mix, and the option for shoppers to fill reusable containers with detergent and washing up liquid, wine and beer, coffee, and essentials such as pasta, rice, and cereals. Prices on these items is around 15% cheaper than the packaged alternatives.
The trial in Oxford is now being extended beyond the original end date of 18 August and Waitrose plans to introduce elements of the concept into three more shops (Cheltenham, Abingdon, and Wallingford) by the end of the year, after an “overwhelmingly positive response” from shoppers.
All three stores added to the trial will have a dedicated refillable zone with more products on offer, as well as a wide range of unpackaged fruit and vegetables.
Like the original Oxford pilot, the stores will be heavily branded with ‘Waitrose Unpacked’ in a bid to boost shopper awareness of the scheme.
So far more than 7,000 customers have commented on the trial through Waitrose’s in-store feedback walls, interviews, its website and social media. The retailer stated that the feedback has enabled it to refine the concept ahead of the wider roll-out, with ideas such as ‘borrow-a-box’ and ‘Veg Kitchen’ being scrapped due to low uptake rates.
Head of CSR for Waitrose & Partners, Tor Harris, said: “The reaction to Waitrose Unpacked has been incredible with the invaluable feedback from thousands of customers giving us the confidence that they are prepared to change how they shop with us.
“We are keen to take the Unpacked concept forward and these additional tests will help us achieve this as well as understand its commercial viability. Through working with our customers and suppliers we will continue to learn and develop ideas which have the potential to be rolled out more widely.”
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