Recently Asda has opened its new sustainability trial store and showed a new plastics reduction strategy with a promise that customers will not pay more for greener options.
The supermarket has partnered with some of the UK’s most popular household brands including PG Tips, Vimto, Kellogg’s, Radox and Persil to create the store located in Middleton, Leeds.
The store is designed to help shoppers reduce, reuse and recycle with ease and Asda estimates the numerous initiatives being trialled in Middleton will save one million pieces of plastic per year.
Asda will use the Middleton store to test and learn which elements of its new offer appeal most to customers and can be developed at scale to be potentially rolled out to more locations in 2021.
And to encourage customers to shop sustainably, the supermarket has also launched ‘Greener at Asda Price’ a national price promise that loose and unwrapped products will not cost more than wrapped equivalents.