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ASDA Reuse Model

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
  • 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) — see 90m webinar with detailed research explanation (2022) (2021)