THE WHAT Unilever is expanding its refillable packaging trials across the UK, which will include the first ‘return on the go’ refill trial at Asda and Co-op stores.
THE DETAILS The trial, which includes well-known brands, follows the successful launch of its largest refill trial in Europe in Asda’s Leeds sustainability store last year.
The new ‘test and learn’ trials will be the first of its kind to this scale across the UK and will feature in seven stores across the country.
Unilever has extended its partnership with Return•Refill•Repeat, created by sustainability and circular economy experts Beauty Kitchen, which will create and maintain the refill stations and collect, clean and return the pre-filled bottles once used.
THE WHY Unilever aims to gain a deeper understanding of the ‘likelihood and habits of consumers using refillable and reusable packaging’ via the trials. As a result, the trials will test different refill models, different store formats and in-store locations as well as testing the different shopper experiences that could enable long-term use of refillable products.
Sebastian Munden, Unilever UK & Ireland General Manager and Executive Vice-President, said, “To tackle plastic pollution with the speed and urgency needed, we are committed to creating scalable solutions which make it as easy as possible for people to make sustainable choices.
“We believe refills could be a gamechanger in our ambitions to halve our use of virgin plastic by 2025, however unlocking the full potential of the reuse economy would require a significant shift in how people shop. Using our well-known and trusted brands and working closely with retailers, we are testing different refill models on a large scale in order to continue to build our understanding of how to bring about a significant change most effectively.”