UK supermarket chain Asda has officially opened a pilot store in Middleton, near Leeds, as part of its efforts to tackle plastic pollution. The pilot store has been developed by the company in partnership with more than 20 UK’s household brands

Asda hopes the store will encourage shoppers to ‘reduce, reuse and recycle’ and save an estimated one million pieces of plastic from being used each year!

Shoppers will be able to fill up their own reusable containers with 30 household staples including Kellogg’s cereals, PG Tips teabags, Quaker Oats, Vimto cordial and Lavazza and Taylors of Harrogate coffee beans. There will also be refillable toiletries and cleaning products, such as shampoo, hand-wash and laundry detergent – with brands including Radox, Persil and Simple on board.

The store is expected to provide insights and understanding into consumer behaviour and, if successful, the concept will be expanded to more locations next year.