WHAT WE SAY:
Consumers want to use refillable products because they are better for the environment and they reduce plastic waste, but a lack of availability is standing in their way. That is where supermarkets need to step in and remove the barriers. Lidl’s partnership with Algramo could do just that.
By placing refill stations in the laundry aisle, Lidl has the opportunity to normalise refilling as a regular part of shopping. Is one trial, in one store, a refill revolution? No, but it is a move in the right direction and, crucially, it changes the framing of refills from exclusive and expensive to inclusive and affordable.