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Unilever Launches its Largest Ever Refill Trial

New Asda store in Leeds, U.K., pioneers sustainability store, offering a number of Unilever household brands available in reusable packaging through three refill models.

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In late October, U.K. supermarket chain Asda relaunched its Middleton store in Leeds as a pioneering flagship sustainability store comprising a Refill Zone supported by Unilever and U.K. beauty products company Beauty Kitchen, which is known for its “Return, Refill, Repeat” program.


See: Unilever innovates two new product formats for Loop


Unilever is a lead partner in Asda’s trial providing seven of its household brands, including Persil laundry detergent, PG Tips tea, Radox shower gel, Cif household cleaning items, Simple liquid handwash, Pukka tea, and Alberto Balsam shampoo and conditioner. Trialing three different refill formats, this is the largest project of its kind for Unilever in Europe, the company says, providing a real-world “test and learn,” to understand what works best for consumers in a retail environment.

The three different refill models being trialed inside the store are:

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