ASDA Sustainable Store, Middleton
Holme Well Rd, Middleton, Leeds LS10 4TQ
Value supermarket chain, Asda is trialling a new sustainable store concept, which sees the grocer partnering with suppliers to trial a host of interventions from unpackaged refillables, to pre-loved clothing and recycling.
To encourage customers to shop sustainably, the supermarket has launched ‘Greener at Asda Price’ a national price promise that loose and unwrapped will not cost more than wrapped equivalents. There are twelve areas dedicated to ASDA’s sustainability offer, spread across the store, helping embed the ‘sustainability’ message as customers shop the whole store.
The value of supplier/retailer partnerships is demonstrated, which sees Asda partnering with Unilever, Kellogg’s and other suppliers to test out new ‘unwrapped’ concepts. The store features a large scale ‘Refill Zone’ that offers more than 30 household staples including dry goods, detergents and beauty products.
Sustainability messaging is brought to life in eye-catching 3D POS, which also helps promote their new sustainable fashion and soft furnishing lines, launched under their own brand George and George at Home labels. In addition, the retailer is also riding the popular second-hand wave, and is stocking selection of pre-loved vintage clothing in partnership with Preloved-Kilo and there’s even a charity pop-up in collaboration with The Salvation Army. Staff are even trialling uniforms made from recycled materials.
The store is designed to help shoppers reduce, reuse and recycle with ease and the supermarket chain estimates the numerous initiatives being trialled in this store will save one million pieces of plastic per year. Asda will use this site to test and learn which elements they will roll out to other stores.