Fabric conditioner trial marks start of reusable revolution

A new trial being launched will see fabric conditioner being sold in reusable pouches from vending machines, introducing a new concept in shopping and reducing packaging waste.

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.

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