Fabric conditioner trial marks start of reusable revolution
25 January 2010
The trial, which has been funded by WRAP (Waste & Resources Action Programme), and partners ASDA, eziserv, McBrides and Unilever, begins in ASDA’s Barnsley store and will be rolled out across four other ASDA stores.
The self-dispensing technology has been developed by eziserv with support from project partners McBrides, Oakdene Hollins and Unilever. The fabric conditioner will be piped from 1,000 litre, reusable containers from the back-of-store via overhead pipes to a dispensing point in the retail aisle.
It allows customers to purchase concentrated fabric conditioner in reusable pouches that can be refilled up to 10 times, saving 40p each time compared to the same volume of product in traditional plastic bottles[1].
As well as offering consumer savings, the new technology offers retailers significant business benefits including carbon impact reduction across the entire supply chain. It also has the potential to free up in-store sales space and offer transportation and storage cost savings.
Dr Richard Swannell, Director of Retail at WRAP, said the trial could signal a radical change in the retail environment: “Reusable packaging offers us an opportunity to fundamentally rethink the retail experience. We have already seen positive responses from consumers in relation to carrier bag reuse[2] and if this trial enjoys similar success, it could mark the start of a reusable revolution.
“The retail industry is watching this trial with a great deal of interest because there are clear opportunities for reusable packaging in relation to all manner of products ranging from laundry products to paint.”
Julian Walker-Palin, ASDA’s head of corporate policy for sustainability and ethics, said: “ASDA already leads the retail sector in packaging reduction and has reduced packaging on Asda products by 28% since 2007. Our mantra at Asda is 'To Make Sustainability Affordable for All' and this project directly engages our customers on this by offering them a great product which not only has a lower packaging footprint but also has a lower price tag due to its reduced environmental footprint.”
Richard Garnett from eziserv said: “This launch is a significant step that enables customers to radically reduce packaging waste while making great savings on the new products they would normally buy in traditional bottles. The dispense point and innovative new pack are simple, fun and easy to use. If this trial is successful the concept can be applied to a range of products.”
The trials will explore logistical and economic opportunities as well as assess consumer acceptance and a final report will be published in autumn 2010.
[1] Refilling a 1.5 litre pouch 10 times represents a 96% saving on packaging versus using 20 x 750ml bottles. The RRP for 2 x 750 ml bottle is £1.90 while the RRP for a 1.5 litre pouch is £1.80 initially, reducing to £1.50 each time it is refilled
[2] Last summer (July 2009) it was reported that the UK’s leading supermarkets had cut the number of single-use carrier bags used by 48%
Editor's notes:
1 WRAP helps individuals, businesses and local authorities to reduce waste and recycle more, making better use of resources and helping to tackle climate change.
2 Established as a not-for-profit company in 2000, WRAP is backed by government funding from England, Scotland, Wales and Northern Ireland.
3 Working in seven key areas (Construction, Retail, Manufacturing, Organics, Business Growth, Behavioural Change, and Local Authority Support), WRAP’s work focuses on market development and support to drive forward recycling and materials resource efficiency within these sectors, as well as wider communications and awareness activities including the multi-media national Recycle Now campaign for England.
4 More information on all of WRAP's programmes can be found on www.wrap.org.uk
Supporting quotes:
Sarah Nightingale of Robert McBride Ltd:
“We are delighted to be working on this cutting edge project. The project will allow us to gain real consumer insight into the dynamics at play in the fabric conditioner category and provide a real understanding of how they perceive the environmental benefits of reducing packaging.”
David Fitzsimons, director at Oakdene Hollins:
“Every company we have involved in this project has been magnificent. Now it is up to ASDA’s customers in Barnsley. If they start to adopt the new shopping habits of the eziserv technology they will start a national change that stops wasteful single-use packaging.”
Dr Stephen Barnwell, Unilever R&D:
“This project provides Unilever with the opportunity to assess the workings of a novel supply chain that has the potential to reduce packaging waste and road transport associated with product supply of liquid home and personal care products.”
WRAP Press Office
Tel: 01295 819690
press.office@wrap.org.uk
