Asda has introduced family favourites such as Giant Cadbury’s Chocolate Buttons, Haribo Jelly Beans and Maynards Wine Gums as part of a new revamped refill zone which also includes a new price promise. The supermarket’s ‘refill price promise’ guarantees that each refill product will be cheaper than packaged alternatives, including Giant Buttons and Wine Gums, which are new additions alongside Harringtons and Wagg pet food.
The supermarket launched its refill offering two years ago and has been continually testing and learning, working with customers at its stores in Middleton (Leeds), Toryglen (Glasgow), York and Milton Keynes to find out what products they want to buy in this format. Asda has also partnered with WRAP and Unilever, with funding from Innovate UK, to understand what is stopping more customers from buying refill products and to look at ways it can increase participation.
The stores will adopt the following features and products:
