// Asda expands refill range at flagship sustainability store in Leeds with the addition of new 50 product lines
// It partnered with some of the UK’s most popular consumer brands to bring the new product lines in refillable format
// Customers now have a choice of 76 different products in refillable format at the store
Asda has significantly expanded its refill range at its flagship sustainability store in Middleton, Leeds with the addition of new 50 product lines.
The Big 4 giant partnered with some of the UK’s most popular consumer brands including Coca Cola, Yorkshire Tea, Napolina, Tilda, Mars and Kellogg’s to bring the new product lines to store in refillable format.
The expansion is the latest in the retailer’s efforts to help customers reduce, reuse or recycle plastic packaging.
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The new products available in the store’s refill zone include prefilled 1 litre glass bottles of Coca-Cola Original Taste and Zero Sugar, which can be returned to the store when empty and deposited into a reverse vending machine.
Customers get 20p off their shopping for each deposit, while Coca Cola clean and reuse each bottle.
There is also an increased range of cereals including Kellogg’s Special K, Bran Flakes and Crunchie Nut Corn Flakes Nestle’s Shredded Wheat Bitesize as well as Asda’s own-brand cornflakes and rice snaps.
The refill zone also includes a range of Yorkshire Tea products, sugar, petfood, own-brand snacks and treats, and more dried products such as Napolina Rigatoni, fusilli, penne pasta and Tilda basmati and jasmine rice.
Asda said the refill zone has already proved to be “extremely popular” with customers since opening in October last year, with several products outstripping packaged sales and many shoppers travelling from outside the local area to shop sustainably.
Following the addition of the 50 new lines, customers will now have a choice of 76 different products in refillable format at the store.
“We have always said that working in partnership with other likeminded businesses will be vital if we are to persuade people to shop more sustainably,” Asda commercial sustainability director Susan Thomas said.
“We are very pleased to secure the backing of some of the UK’s most recognisable consumer brands which means we can offer customers even more of their favourite products in refillable format.”
The changes in the Middleton store are part of Asda’s test and learn approach, working with customers to understand what works for them and taking steps to help make sustainable shopping as accessible as possible.
The supermarket recently announced it was rolling out its refill proposition to four more stores by the end of the year – Rugby, Milton Keynes, York and its first refill offer in Scotland at the Glasgow Toryglen store.
The refill proposition is part of Asda’s pledge to remove 3 billion pieces of plastic from own-brand products by 2025 and introduce over 40 refillable products by 2025.