Kellogg’s tests cereal refill concept in UK supermarket

UK supermarket Asda is undertaking a 12-month trial to test initiatives to reduce, remove and reuse plastic packaging at its Middleton store in Greater Manchester.

Shoppers are invited to bring their own containers to stock up on products such own brand coffee, rice and pasta at designated refill stations. The grocery has partnered with FMCG giants Unilever and Kellogg’s to create refill points for cereals such as Rice Krispies and Coco Pops and PG Tips tea.

“We’re getting ready to trial lots of new and innovative ways to reduce and remove plastic packaging in our first ever sustainability store. Customers at our Middleton store in Leeds will be the first to try the new innovations starting in May this year. Before then we’ll be working hard in the store to install new refill solutions and recycling options, like in the artist’s impression above,” said Asda in a statement.

“We know lots of our customers would like to see us remove packaging on loose produce so this is another thing we’ll be trialling at the store. We will be removing the plastic packaging from mushrooms and cucumbers on produce and we’ll also be selling “naked” flowers without any plastic packaging,” said Asda.

The supermarket will also install new recycling facilities in store. It will have a reverse vending machine for plastic bottles and cans, hanger recycling and a deposit box for unwanted small plastic toys.

Asda said it will monitor feedback from customers to see if the new program will affect consumer’s shopping habits.

This story first appeared on our sister site Inside FMCG.

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