New World to launch trial of returnable deli containers

New World is preparing to launch a trial of a new returnable container system in two of its stores, supporting Foodstuffs’ wider HereforNZ commitments to reducing single-use packaging and sending less waste to landfill.

The two-year trial, known as RePlay, will begin in September at New World Birkenhead in Auckland and New World Metro Willis Street in Wellington. Developed in partnership with Bonson Packaging and co-funded by the Ministry for the Environment, RePlay will enable customers to buy deli goods in reusable containers with a simple tap of their phone or debit card.

There will be no upfront cost to participate, just a temporary $3 hold that’s released when the container is returned to a smart bin in store within four weeks.

As an example, a customer buys fresh salad from the deli. The deli team select a RePlay container, scans its unique QR code and fills it with salad. The customer taps their card or phone at the deli counter to ‘borrow’ the RePlay container. This places a temporary hold of $3 per container. The customer then pays for the salad at the checkout with any other groceries just as they normally would. Once the container is empty, the customer rinses and returns it to the store’s RePlay smart bin.  The smart bin reads the QR code and releases the $3 hold.

If they’re late returning the container, Bonson will charge them $3 to replenish their fleet of containers but they can get a partial refund of $1 if they return it within six months.

“To kick off Plastic Free July, we’re announcing plans to try something new – a returnable packaging system which is part of our promise to cut down on packaging waste and do our bit for the environment,” said Foodstuffs Sustainable Packaging Manager, Debra Goulding.

“The trial is about seeing how returnable packaging works in supermarkets at scale.  We’ve already learned a lot from getting rid of single-use plastic bags and know that even small changes can take time to be more widely adopted. This trial is about finding simple, practical ways to help customers make a difference.”

“We know there’s often a gap between what people say they’ll do and what they actually do. This trial is about understanding how a returnable system can help customers bridge that gap and whether returnable containers can become the new normal in supermarkets” – added Goulding.

Bonson has been a trusted supply partner to Foodstuffs for many years and approached the co-op with the idea for RePlay. While Foodstuffs has previously explored reusable container systems, none have proved viable – until now.

Rodney Bennett, General Manager of Bonson Packaging said: “After two years of R&D, we’re very excited to trial the RePlay Returnable system in New World supermarkets. By working alongside local partners Circularity, Again Again, Anew and New World, we have co-designed a world-leading circular system right here in Aotearoa, New Zealand.”

“While other brands and retailers have trialled reuse initiatives, none have yet cracked the challenge of making it work at scale. We believe RePlay has real potential because it’s built on a circular business model — packaging as a service using food-grade, durable polypropylene.”

Instead of supermarkets purchasing and restocking single-use containers, Bonson supplies a fleet of RePlay returnable containers, supported by the ‘Tap to RePlay’ and smart bin technology. This system is designed to keep packaging in circulation at high value rather than being downcycled.

A key part of the trial is learning how many reuse cycles the RePlay containers can achieve, and understanding the customer return rate, both critical factors in designing a scalable, high-performing solution

The RePlay system is designed to be easy and convenient:

• Tap to borrow: Customers tap their card or wallet on their phone, to borrow a RePlay container.

• Enjoy: Their fresh deli food is packed then purchased at the checkout

• Return: Customers rinse and return containers to the RePlay drop off stations in-store within four weeks to avoid the $3 charge. The bin reads the container’s QR code, opens the chute and automatically releases the hold.

• Reuse: The instore team takeover and ensure the packaging is sanitised and suitable for use by the next customer

If successful, the trial could be scaled across more New World stores in future.

Goulding said: “We’ve looked closely at why previous schemes from around the world haven’t scaled. For retailers, it often comes down to cleaning logistics and for customers, it’s about ease of access. RePlay is designed to overcome both pain points.”

“This is about more than containers.  It’s about testing whether a circular solution can be made easy, and whether it delivers on our shared goals for less waste, happier customers, and a better Aotearoa” – she added.