Foodstuffs’ New World is preparing to launch a trial of a returnable deli container system. The move supports Foodstuffs’ commitments to reducing single-use packaging and sending less waste to landfill.
The two-year trial, known as RePlay, will enable customers at participating stores 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. If they’re late returning the container, they will be charged $3 to replenish the fleet of containers, but they can get a partial refund of $1 if they return it within six months.
Foodstuffs Sustainable Packaging Manager, Debra Goulding says 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,” she said.
“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.”
Trial partners
The trial has been developed in partnership with Bonson Packaging and co-funded by the Ministry for the Environment.
Bonson has been a trusted supply partner to Foodstuffs for many years and approached the co-op with the idea for RePlay.
“While other brands and retailers have trialled reuse initiatives, none have yet cracked the challenge of making it work at scale,” said Rodney Bennett, General Manager of Bonson Packaging.
“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.
Hope for a viable solution
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
“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,” Ms Goulding said.
“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.”
The trial will begin in September at New World Birkenhead in Auckland and New World Metro Willis Street in Wellington. If successful, the trial could be scaled across more New World stores in future.
