Asda has opened its first ‘trial’ sustainability store in Middleton, UK. The intentions are to cater for consumer demands for less plastic and waste. It comprises of refill stations, sustainable fashion lines and recycling facility.

The store will promote a reduction in plastic with assurances that customers won’t pay more with a ‘Greener At Asda Price’ which promises a national price for loose and unwrapped products to cost no more than their wrapped equivalents.

The Refill Stations will include shampoo, conditioner, laundry detergent, handwash and shower gels from well-known brands.

The company commits to generate zero carbon emissions by 2040 and reduce waste by 50% with a net regenerative impact on nature by 2050. Since 2018, Asda has reduced plastic packaging 9300 tonnes with a target of 15% to be achieved by 2021. It has also further committed to reducing its own-brand products by 3 billion pieces by 2025. By 2023 Asda has also committed to bring in over 40 refillable products and by 2030 to have 50 closed-loop and circular projects.

Roger Burnley, Asda’s President and CEO, said, “Today marks an important milestone in our journey as we tackle plastic pollution and help our customers to reduce, re-use and recycle. We have always know that we couldn’t go on this journey alone, so it is fantastic to work in tandem with more than 20 of our partners and suppliers, who have answered the call to test innovative sustainable solutions with us. This is an issue that matters greatly to our customers – our own insight tells us that more than 80% believe that supermarkets have a responsibility to reduce the amount of single-use plastics in stores. We want to give them the opportunity to live more sustainably by offering them great product choices and value, underpinned by a promise that they won’t pay more for greener options at Asda. During the next few months we will listen to customers and colleagues’ feedback on Middleton so we can understand how we can continue to reduce our environmental impacts, whilst continuing to deliver quality service at a great price.”

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