Simply Fresh plans to ditch packaging at the front of its stores in a new ‘unpacked’ initiative, Our Planet Our Problem.
Simply Fresh’s 84-store estate will be encouraged to adopt the new scheme in a bid to reduce plastic.
The group’s creative director Davinder Jheeta will work with store owners to devise a tailored plan. Marketing materials and design assistance will also be provided.
Store owner Mehmet Guzel is to incorporate the new look into the refurb of his Bethnal Green store. He intends to spend £20,000 on new shelving, signage and lighting, as well as dispensers for wines, olive oil, grains, seeds and pulses. He will stock ‘naked’ bakery goods.
Simply Fresh will open a new 16,000 sq ft store in Dulwich Village in late October, which will also incorporate the new look.
“We will work collaboratively with our retailers to deliver the Our Planet Our Problem new-look stores as and when they undergo refurbishment,” said Jheeta. “The aim is that all front sections of the stores will be package-free. Our brand loyalty is pretty high and we are utilising that. We believe our customers will embrace less waste and single-use plastic.”