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Asda will trial refillable packaging for its own-brand fabric conditioner in September in a bid to directly engage customers with packaging reduction.

Julian Walker-Palin, Asda head of corporate policy for sustainability and ethics told Packaging News refillable packaging was the logical next step in offering customer green choices.

"There are benefits for the whole supply chain. Manufacturers don't have to pack bottles, more product can be fitted on to distribution trucks and consumers use less packaging," he said.

Walker-Palin said it was crucial that customers did not have to spend more money to be sustainable. "Down the line, if the trails are successful, we hope to reduce the price of the products."

Eziserv is providing the machinery for the trials and previously worked with Asda on a similar project in 1998, when sales of the own-brand product rose three times to the detriment of branded products.

The fabric conditioner will be transported through the existing supply chain, will be stored in the back of the shop and piped on to the shop floor. Asda hopes that reusing the pouch would save up to 90% packaging and could be reused around 10 times.

Walker-Palin admitted there was a danger that retailers could move too fast for customers, but was confident there would be a good response to the trials. "If it's positive response then it's definitely possible it will be rolled out for other products."

B&Q and Crown Paints are also currently trialling returnable packaging formats supported by Wrap. B&Q is looking at reusable transport packaging for 'long' products such as skirting board, while Crown Paints is trialling a scheme for painters to return polypropylene paint cans for cleaning and refilling.

The Asda trial is scheduled to finish in February.