In October 2019, Vimto Refill station was launched at the Asda Middleton store as part of an inaugural trial for their first sustainable store format.
Asda has partnered with a number of popular household brands including Vimto. We installed new equipment within the store which enables customers to bring their own containers to fill up with lots of Vimto.
Asda are using the new-look store to test and learn which elements appeal most to customers that can then be developed at scale in order to roll out to more locations in 2021. The new store has 15 huge refill stations offering customers a selection of more than 30 household staples sold in refillable format.
Products at the refill station include a selection of different Kellogg’s cereals, PG Tips tea bags, Quaker Oats, Lavazza and Taylors of Harrogate coffee beans, Vimto cordial and Asda’s own brand rice and pasta, as well as popular brands of shampoo, conditioner, detergent, handwash and shower gel from brands such as Simple and Radox sold in refillable format – a retail first. Asda want more suppliers to partner on Refill Solutions by 2023 and this initiative sits very firmly in our Happier Future strategy. So far Vimto has proved to the most popular brand within the Refill Zone.
Vimto is already proving a hit with Asda shoppers with it being the most popular product on the Refill Zone so far.
Roger Burnley, CEO, Asda