In a bold move to redefine supermarket packaging in New Zealand, New World is preparing to launch a trial of a returnable container system in two of its stores. The initiative supports Foodstuffs’ wider HereforNZ sustainability commitments, with a focus on reducing single-use packaging and minimising waste sent to landfill.
The two-year pilot programme – branded RePlay – is set to roll out 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, the trial aims to make reuse easy, cost-effective, and scalable within the grocery retail environment.
Unlike past initiatives, the RePlay model is designed to remove barriers for consumers. There’s no upfront cost; just a temporary $3 hold per container, released when the customer returns the item to an in-store smart bin within four weeks.
How it works – a seamless loop
Customers purchasing deli items can opt to ‘borrow’ a RePlay container. The process is simple:
- The deli team selects and scans a RePlay container.
- The customer taps their card or phone to activate the container loan – placing a $3 hold.
- The product is paid for at checkout, as normal.
- After use, the customer rinses and returns the container to a RePlay smart bin, which scans the QR code and automatically releases the hold.
If containers are not returned within four weeks, a $3 fee is charged. However, if returned within six months, a partial $1 refund still applies.
“This trial is about testing returnable packaging at supermarket scale,” says Debra Goulding, sustainable packaging manager at Foodstuffs. “Even small changes take time to gain traction, but we know customers want alternatives to single-use. RePlay is a practical, low-friction way to bridge the gap between intention and action.”
Designed for scalability and real impact
Bonson Packaging, a longstanding supply partner to Foodstuffs, spearheaded the development of RePlay. General manager Rodney Bennett says the system is the result of more than two years of R&D.
“While many reuse initiatives have been piloted globally, few have tackled the challenge of scale,” Bennett says. “We believe RePlay is different – it’s built on a circular model, with packaging-as-a-service and a smart tech backbone, including QR-coded containers and digital tap-to-borrow functionality.”
RePlay containers are manufactured from durable, food-grade polypropylene, allowing for multiple reuse cycles without degradation. The trial aims to determine the average number of reuses per container and assess return rates – both key metrics in determining long-term viability.
Smart simplicity in action
The process is designed to minimise friction:
- Tap to borrow: Customers tap their phone or card to borrow a container.
- Enjoy: Items are packed and paid for at checkout as usual.
- Return: Containers are rinsed and dropped into the RePlay smart bin.
- Reuse: Store teams clean and recirculate the packaging.
Positioning for broader rollout
If successful, the RePlay model could be expanded to more New World stores. The team is focused on learning from earlier failed attempts at reuse in New Zealand and abroad.
Goulding says that most barriers to scaling reuse lie in cleaning logistics for retailers and ease of use for customers.
“RePlay was designed to tackle both,” she says. “It’s not just about containers – it’s about building a workable circular system that aligns with our shared goals: less waste, happier customers, and a better Aotearoa.”
