32 PW SEP2021
SUSTAINABLE PACKAGING
By Anne Marie Mohan, Senior Editor
Unilever Expands Refill Trials in the U.K. Guided by the learnings from the Asda trial, for the first time After its experimentation with three refill/ Unilever will be implementing a return-on-the-go model with the reuse models at Asda’s Sustainability expanded program. In this model, shoppers looking for a quicker, Store in Leeds last year exceeded expectations, Unilever is moving grab-and-go purchase can pick up a prefilled, stainless-steel bottle of full throttle ahead with its “test and learn” trials of refillable and product from the shelf and return it in-store once the product is used. reusable packaging formats in the U.K. Continuing its partnership From there, the bottles will be collected for cleaning and refilling. with Beauty Kitchen, a D2C company that successfully developed The expanded trials will also include the refill-on-the-go model, the Return•Refill•Repeat model for its own brands, Unilever will be with touch-free machines manufactured by RBC Group that will be expanding its trials to seven Asda and Co-op stores by year-end 2021. maintained by Beauty Kitchen. Explains Unilever, “The stations being This, it says, will be the first refill trial of its kind at this scale in the U.K. used in the Home Care & Beauty & Personal Care trials have been “We are very much in test and learn mode now, so our current adapted for the current COVID-19 environment, specifically with the focus is on these trials in the U.K.,” says Unilever. “They will enable fitting of closing doors, which means the refill product is shielded us to test different refill models, different store formats and in-store during pouring, and with the addition of QR code technology, which locations, as well as testing the different shopper experiences that allows shoppers to complete the refill process ‘touchless,’ i.e., without could enable long-term use of refillable products. We’re going to be touching the machine’s screen.” gaining as much new insight and learning from these trials as we can, and this will help inform our next steps and what might be possible in the future.” Unilever’s initial tests with Asda, which began in late October 2020, include seven of the company’s household brands. Persil laundry detergent, Simple liquid handwash, Alberto Balsam shampoo and conditioner, and Radox shower gel are being delivered through touch-free refill machines from Beauty Kitchen; Cif household cleaners are available for in-home refills through a 10X concentrated Ecorefill; and its Pukka and Tips brands of loose tea and tea bags are offered in bulk for packaging in self-serve containers. Shares Asda, demonstrating positive intent and consumer behavior change in-store, the initial trial resulted in weekly purchases of The reusable bottles for the refill-on-the-go and return-on-the-go systems are made from Persil from the Refill Zone—where the reuse/ stainless steel or aluminum for durability. refill products were grouped—reaching a The reusable bottles for the refill-on-the-go and return-on-the-go third higher than the equivalent single-use pack. systems were designed by Beauty Kitchen and are made from stainless Insights gleaned from the trial, as well as from Unileversteel or aluminum for durability purposes, “to enable them to be used commissioned research, include the following: and reused time and again in the Return•Refill•Repeat model,” Unilever • Ninety-four percent of consumers in the U.K. are more likely to explains. “If they do reach an end of life in their current form, for invest in refills versus buying new products in-store, if available, whatever reason, they are fully recyclable or can be returned for reuse.” and 89% are likely to buy a product because its packaging can be Each bottle has a unique QR code, a feature that provides reused. traceability of the package, allowing Unilever to track the full buy/ • Almost one-fifth (18%) of shoppers want a sealed product option use/refill process and gain better insight on the circular model. and to be able to return bottles to the store (16%). Twenty-five Messaging on the bottle advises consumers to wash the package percent would be interested in a loyalty or reward scheme. thoroughly with warm water and leave it to dry naturally before • Nearly one-third say value for money offered by the Refill Stations returning it to the store. was a key reason for being likely to purchase in the future.
SP_0921.indd 32
8/18/21 4:08 PM
