Waitrose trials packaging free alternatives
Credit: Waitrose & PartnersΒ
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By Idha Valeur
Waitrose has announced a trial project for one of its Oxford stores to feature a refill zone, frozen fruit and berries pick and mix option, as well as the opportunity to borrow containers β all in a bid to reduce plastic packaging.
The dedicated refill zone will include everyday essentials such as pasta, rice, lentils and cereals. It also offers an option to grind four types of coffee in-store and to re-fill jars. As well as a sustainable alternative for a caffeine fix, customers will be able to choose from four different wines and four different beers on tap to refill previous glass bottles to cut down on buying new ones.
βThis test has huge potential to shape how people might shop with us in the future so it will be fascinating to see which concepts our customers have an appetite for. We know weβre not perfect and have more to do, but we believe this is an innovative way to achieve something different,β said Waitrose & Partners Head of CSR, Tor Harris.
In the same refill area, there will be an opportunity to mix and match frozen fruit and berries to meet different needs. The package-free berries will be mango, strawberries, raspberries, blueberries, cherries and pineapple.
Credit: Waitrose & PartnersΒ
A lot of plastic packaging is involved in containing householdβs range of different liquid soaps, whether it is detergent or washing up liquid. In this project, Waitrose has partnered with Ecover to make sure shoppers can refill their reusable containers from the dispensers with detergent in the store.
As well as the refill zone, other measures to reduce packaging include removing packaging from fruit and veg. 160 sorts of fruit and vegetable products will be available to buy loose. When offering refill stations, customers will have to bring in their own boxes to put produce in. To make this even easier, Waitrose will offer a borrow-a-box scheme where customers can borrow boxes in the shop and bring them back when they next go grocery shopping.
The main goal of the test is to figure out how customers may be inclined to shop in the future. The normally packaged equivalents of the products in the refill zone will be located in their normal spots to keep the test effective.
When given the alternatives, which will the customers go for?
IOM3 are celebrating World Environment Day! Check out the environmental-themed features made public from Materials World here: bit.ly/2XtGEWu and check out @NatalieIOM3 on Twitter too.



















