Our thinking

(Re)fill your pockets

6 January, 2023

We like to start the new year with some good news, and Asda’s recent ‘Refill Price Promise’ is just that. This promise guarantees that any refill product, from cereals to pet food, will always be cheaper than purchasing a pre-packed product, even if the pre-packed option is on promotion. A good deal that has also a positive impact on the planet? We’re in.

Supermarkets are among the biggest contributors to the plastic pollution horror story, with leading UK brands producing billions of single use plastic items every year. In 2018, the big four UK supermarkets (Tesco, Sainsbury’s, Asda and Morrisons) made a pledge to slash plastic from their stores. Unfortunately, progress has been slow, and it’s still hard to avoid plastic packaging in your weekly shop.

The light at the end of the tunnel may come from one solution: the refill system. Small businesses offering a zero-waste shopping option are popping up with increasing frequency, encouraging consumers to bring their own reusable containers to pick up their essentials. However, while refill shopping is becoming more widespread, the higher cost and greater inconvenience of this option are a deterrent at the best of times, not to mention the limited number of these stores. While some will pay more for sustainability, as the cost-of-living crisis continues, sustainable choices are often the first thing to go.

The ability for everyone to access sustainable options without spending more or going out of their way will be key to shifting consumer behaviour towards a circular economy, so we’re thrilled to see Asda committing to an affordable and convenient refill system. We hope this sets an example of how mainstream businesses can drive sustainable consumption habits and encourages other supermarkets to follow suit. In the meantime, see you in Asda!

By Lucy Bell