Working in partnership with Asda on their new sustainability store

Vimto Refill Station

Working collaboratively with our customers in at the heart of everything we do. So when we had the opportunity to partner with supermarket giant Asda in October 2020 to trial an innovative concept for their new sustainable store in Middleton, Leeds, we jumped at the chance.

The newly launched store offers shoppers the opportunity to bring in their own reusable containers to fill their favourite supermarket essentials with – reducing reliance on single-use plastic packaging.

From picking and packing their veg, to weighing out everyday necessities, Asda has completely kitted out the trial store with all-new equipment, including 15 huge refill stations, and more than 30 household staples sold in refillable format.

Our part in the new scheme was based on a refreshingly different concept – a Vimto Refill Station — that allowed shoppers to purchase reusable bottles that could be filled with their favourite soft drink cordial.
Asda is using the new-look store to trial the concept, with a test and learn approach, understanding which elements appeal most to customers. Results from the trial will inform future roll out to more locations.

So far, we’re proud to say that Vimto has proved to be one of the most popular brands within the Refill Zone. We very much look forward to continuing this partnership and seeing the new store concept developing.

Vimto is already proving a hit with Asda shoppers….being one of the most popular products on in the Refill Zone so far.

Roger Burnley, CEO, Asda