Waitrose Unpacked Refillables Test Launches in Cheltenham as Retailer Unveils New Look Store

A dedicated refillable zone, frozen ‘pick and mix’, freshly made sushi and dry-aged beef are just some of the new features customers at Waitrose & Partners Cheltenham can find in their new look store.

It becomes only the second store in the UK to introduce ‘Waitrose Unpacked‘ where customers can choose from a selection of packaging-free products to test how customers might be prepared to shop differently, with the aim of saving thousands of tonnes of plastic. 

Waitrose Cheltenham

As such, the Cheltenham shop will have a dedicated refillable zone*, including dispensers for dried products, frozen ‘pick and mix’, coffee, wine and beer refills, as well as Ecover detergent and washing up liquid refillables. 

Customers at Waitrose & Partners Cheltenham can also look forward to:

  • A new sushi counter, offering customers sushi which has been freshly made in store, in partnership with Sushi Daily
  • A new dry-aged beef cabinet
  • Cookery School which will host demos by Waitrose experts
  • A larger, newly designed cafe with a wider menu
  • Self-serve checkouts 
  • Updated meat, fish, cheese and deli counters with 10% off when customers bring their own containers, for a limited time 
  • A new self-serve bakery
  • Updated beer, wine and spirits department with a larger assortment

Mike Snowdon, Branch Manager at Waitrose & Partners Cheltenham, said: 

“We are the second largest Waitrose shop in our estate so this represents a significant investment and we’re excited to show our customers the transformation that has taken place. 

“We’re thrilled to be only the second of our shops to have Waitrose Unpacked and will be looking for as much feedback as possible from our customers. We’re still testing the different concepts so Cheltenham shoppers will have a huge say on how we can develop ideas which have the potential to be rolled out more widely.”

The supermarket originally launched its Unpacked test in its Oxford Botley Road shop in June, and, following an overwhelmingly positive response with more than 90 per cent of those surveyed saying they would continue to shop Unpacked, announced it would be extending the test there and in three more shops by the end of this year. 

Waitrose is seeking to get as much feedback as possible on its Unpacked test. Customers can share their thoughts via a feedback survey on Waitrose.com/Unpacked, and by using #WaitroseUnpacked Twitter and Instagram.