York supermarket adds sweet treats to its refill zone as part of its cost of living response

The York branch of Asda is bringing in new lines to its refill zone – complete with a promise that they will be cheaper than the packaged alternative.

Family favourites including Giant Cadbury’s Chocolate Buttons, Haribo Jelly Beans and Maynards Wine Gums will be available as refillables.

The supermarket launched its refill zone to the Monks Cross store in summer 2021. It is one of the three biggest in the UK

Since then it has been working with York customers to find out what products they want to buy in this format – and what deters some people from using the refills.

Customers said that clearer pricing was the top priority, emphasised by the cost of living crisis. As a result, the supermarket has implemented a new refill pricing strategy.

To combat customer uncertainty and make the experience fun, Asda has introduced better communication and focused on four key categories – cereals; pet food; store cupboard (including snacks, tea and coffee); and rice, pasta and pulses.

This is what’s now available:

• Four dry refill bays, with cereals including favourites such as Kellogg’s Cornflakes, Bran Flakes and Coco Pops, Asda branded cereal included newly added Extra Special Cherry & Berry Museli and Triple Choco Crisp.

• A rice and pasta bay featuring Napolina pasta and Asda branded rice as well as a store cupboard bay which has products such as almonds, Yorkshire Tea, Taylor’s of Harrogate coffee, Maynards Wine Gums, Cadbury’s Giant Buttons, Haribo Jelly Beans and Rhubarb and Custard.

• A pet bay which includes Dreamies Cat Treats, Chappie, Pedigree, Harrington’s dog food, Wagg and Chappies dog food, Iams dog and cat food as well as bird food.

• Unilever prefill products such as Radox shower gel, Alberto Balsam and Simple hand wash prefills, Persil laundry prefill as well as CIF eco refill at home.

Susan Thomas, Asda senior director of sustainable commercial activity, said: “We know the cost of living crisis is having a big effect on our customers, so it is important we recognise this in the refill space through our ‘refill price promise’ and ensure customers are getting an even better deal.

“As well as being cheaper, refill allows customers to buy the exact amount they need, helping them stick to budgets, while at the same time reducing food waste at home.”