| Image |
 |
| Project |
ASDA Reuse Model |
| Brand(s) |
Various (e.g., Kellogg, others) |
Packaged Product(s) |
Focus on 4 categories: cereals; pet food; store cupboard (e.g., snacks, tea, coffee); rice, pasta and pulses |
| Market(s) |
UK |
Release to Market(s) |
2021 |
| Manufacturer |
ASDA |
Material(s) |
Dispenser |
| Summary |
- Effort to offer consumer choice in certain product segments (e.g., 15 cereal varieties, 12 pasta types, variety of baking and snacking lines)
- Based on learning from this qualitative consumer research, the provider offers a ‘refill price promise’ which guarantees that each refill product will be cheaper than packaged alternatives
- Also focused on greater customer communication, including making the refill experience fun and enjoyable.
- Research identified 3 main in-store user-experience barriers:
- Where do I start/How do I use machines?
- Are my favourite products available?
- How do I compare cost with single-use/what is right quantity?
- Initiative is part of broader organizational goal to remove 3 billion pieces of plastic from its business by 2025
|
| References |
(2022) https://wrap.org.uk/resources/report/increasing-citizen-participation-reuse-and-refill-systems#download-file
— see 90m webinar with detailed research explanation
(2022) https://www.packaging-gateway.com/news/asda-refill-products-packaged/?cf-view
(2021) https://corporate.asda.com/newsroom/2021/10/07/asda-opens-uks-largest-refill-store-in-york |
