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Asda has announced plans to trial a new sustainability store in Leeds where shoppers can refill containers of products such as coffee, rice and pasta. The retailer has collaborated with brands to work with them on their quest to reduce plastic – meaning shoppers will also be able to use refill points for Kellogg's cereals such as Coco Pops and Rice Krispies as well as Unilever’s PG Tips tea. Customers shopping at the store will be asked to give their feedback on different trials – allowing Asda and its suppliers to understand more about how the new ideas work in practice. The supermarket will also feature a range of new recycling facilities, including a reverse vending machine for plastic bottles and cans. Trials will last for at least three months as of May before a decision is made on whether to roll out, retrial or stop. “We’re on an ongoing quest to remove and reduce the amount of plastic in our business – and to find new ways to help our customers to reuse and refill our products,” said Roger Burnley, CEO of Asda. “It’s a journey we can’t go on alone, which is why we invited our suppliers to innovate with us and I’m delighted that household names like Kellogg’s and Unilever have joined us in testing new ideas and approaches to sustainability at our Middleton store. "Over the coming weeks and months, we will be testing and learning from the customers in Middleton to understand how we can reduce our environmental impacts whilst still maintaining the great service and quality our customers demand. “Our first priority will be to look at how we can reduce and remove plastic and I am excited to learn from our customers and see where this journey will take us.” Asda recently brought forward commitments to make almost a third of plastic packaging from recycled sources by the end of 2020.